If there’s one thing a global pandemic can teach you is the need for good, clear messaging. This past week, Boris Johnson’s UK government ran into criticism when some of its messaging on what they wanted people to do was less than precise. Here’s the original government messaging:

The initial public messaging was exceptionally clear. People knew exactly what to do: nothing. Stay at home. Then came the desire to loosen restrictions on activity and get some parts of the British economy back in business.

The message was changed to something that was arguably far less clear.