In business, we’re seeking bigger, better, stronger, faster, slicker, sexier and the like. So are our clients. In our efforts, we must be cautious how we address our previous tools that were smaller, weaker, slower, uglier and the like.
After last year’s tiger attacks at the San Francisco zoo, many efforts have been made to raise walls to minimize the chances of a tiger attacking a guest again. But with this week’s opening of “San Francisco Zoo’s New, Safer Grottos,” with the choice of the word “safer” aren’t they admitting guilt?
When you write your copy, don’t you think that your measures to improve business should be worded so as not to indicate guilt that your business wasn’t all it could be prior to launching a new feature or business model? Never box yourself in.
