reasons-words-matter-more-than-ever

Yesterday I asked Facebook whether my move from iPhone to Android today would be a disaster or heaven, given I’m a Mac user. A healthy debate ensued, encouraging lovers and haters on both sides. And that’s what brands should do – inspire fanatics and push detractors away. Language helps companies get to their truth The…

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Sometimes it’s easy to forget that customers aren’t numbers, they’re people: people with friends they talk to when they’ve been badly treated. High leakage rate? A couple of weeks ago we were talking to a business that needs to fix its leaks. They had a high leakage rate on one particular project. We asked what…

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