When something is clear, it is made obvious, understandable, and it stands out well. It means each word, image, video, etc. that you communicate with is aligned and focused on the same niche, tribe, and message. When I visit a Nike store, it’s clear what they’re good at and passionate about, but often, when I visit most spicy accountants it’s not clear what they’re good at and passionate about at all. When something is consistent it is done over and over, not once, not once in a while, but consistently despite rejections, the weather, your mood, etc. It is done like a commitment, or a habit, or an automatic part of your routine. McDonald’s consistently delivers the same burger experience, Starbucks consistently delivers the same coffee experience, but most spicy accountants deliver wildly inconsistent content experiences.