Know your audience
Management consulting firm McKinsey has a history of hiring innovative thinkers.
To attract the smartest graduates they recently used what seemed to be a very simple approach.
So simple in fact that only those smart enough to work out how to apply could apply.
You see the tear-offs at the bottom of the flyer used a complex equation in place of the phone number.
Obviously only a small number of people applied, but all of them were the type of people McKinsey were looking for.
Proving once and for all that you really need to know your audience before communicating with them.
If you'd like to have a go at solving the equation click here.