Archive for May, 2011

Whose core values are these?

Tuesday, May 31st, 2011

Any mission statement that begins “The world is a place rich in natural beauty and cultural diversity…” sets alarm bells ringing. (more…)

Exciting news!

Friday, May 27th, 2011

Exciting. It’s the lazy marketer’s favourite word.

A quick search for this common hyperbole in my inbox returned the following examples of distinctly unexciting news and offers.

Think of them next time you’re tempted to draw on this overused, overblown adjective. If there’s a chance your reader won’t really be trembling in anticipation, choose a different word. (more…)

How (not) to write your company’s core values

Wednesday, May 25th, 2011

Lists of corporate values are a rich source of bad business writing. So today I announce a new series looking at some real-life examples of embarrassing “core values”. By the end of this exercise, I’m hoping we’ll have a definitive list of core values for any compiler of core values. (more…)