Meaningful Businesses Use Meaningful Language
As the cartoonist Hugh McLeod puts it, “I don’t get it: People who hope to be successful by offering the same crap as everybody else, who hope to be successful by offering the SAME LANGUAGE as everybody else.” All too often, all the companies competing in a category use the same language to describe their products and the benefits they offer. That is, until one company stands out and starts striving to matter to people by approaching them on a meaningful level. A key part of our consulting service is providing clients with ways to behave in order to become more meaningful to...
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