I don't always write with brevity / But When I do, I make sure to only write enough words to establish my point and include no superfluous statements or phrases that may detract from the impact of my statement.
A The Most Interesting Man In The World post.
You don't always cook. But when you do, it is a three hour risotto on a Tuesday, every pan in the flat is involved, and the smoke alarm gets a speaking part. Takeaway resumes on Wednesday. You don't always reply to emails. But when you do, it's eleven days later, it opens with "apologies for the delay", and it answers a question nobody is asking any more. The project shipped in the meantime. You don't always go to the gym. But when you do, you buy a new water bottle, photograph your trainers, and spend four minutes on a machine you don't understand. Then you tell people you're "getting back into it". You don't always go to bed early. But when you do, it's 9 in the evening, you announce it to the household like a retirement, and you're still scrolling at 1. Stay rested, my friends. **Why it caught on:** actor Jonathan Goldsmith played the bearded legend in Dos Equis beer ads from 2006, each one ending "I don't always drink beer, but when I do, I prefer Dos Equis." Everyone has one habit they treat like an occasion, and his line makes it sound like a legend.