Make the reader do the “aha,” not you.

In the 1970s, IBM faced a small psychological problem disguised as a technological one.

They were entering the $1.5-billion-a-year copier market with a machine that looked, to most eyes, suspiciously like Xerox’s.

On April 21, 1970, IBM quietly launched the IBM Copier.

Two years later, Copier II arrived—smarter, faster, still utterly reliable.

By 1976, t…