Writing could re-right your business.

I was delighted to come across the passage below from the man who saved IBM back in the 90s, Louis Gerstner.

He attributes a lot of his success to language and recognises the importance of a company’s voice.

Lou says that IBM’s insular words encouraged an insular brand, and set about changing them.

Your company doesn’t need to be on the brink of bankruptcy for you to start thinking about the impact of your brand’s language.

We work with companies at moments of change, whether that’s a big turnaround like IBM or the launch of a small initiative. In either case, usually, the more senior the person you’re talking to, the more quickly they understand the power of language.

Over to you, Lou.

gerstner extract

‘Who Says Elephants Can’t Dance?’-  Louis Gerstner