Words stand on their own. They do this even as they form the basis for conversation, allowing people from different times and different places to interact with and understand each other. This double-identity makes words powerful in general, and oh so necessary for any business endeavor. It also makes them tricky. See, once you commit something to text, you don’t really have much control over its interpretation. Two people can read the same paragraph, or even the same sentence, and come away with completely different opinions or conclusions, in both cases influenced by the context and assumptions they’ve built over their lives. To really communicate effectively, you have to use words which are both straightforward enough to set a concrete tone and answer questions before they arise and also abstract enough to be feel-good and awe-inspiring. On top of that you have to be consistent, striking the same balance with rote text like website copy or product label descriptions as you do with important speeches and investor pitches. And, that’s where we come in.