Richard Brinsley Sheridan was a playwright. He was also an MP, owner of the Theatre Royal Drury Lane, noted public speaker and poet. He wrote the most beautiful thing a man ever said to a woman. “Won’t you come into the garden? I would like my roses to see you.” Though he died in poverty,...

What is the real, tangible benefit your product or service can offer, that your competitor cannot, which connects with the life of the consumer? What makes you different? Some well known products have claimed as their own a USP other companies could have boasted had they got there first. Take M&Ms. These candy-coated chocolates were...

Words aren’t always what they seem. Bob Bly (www.bly.com/blog) gives the instance of an article which sought to paint a picture of a priest alone with his thoughts outside his church one fine evening. “The minister was drinking in the night air,” proclaimed the piece. Although it didn’t say what was in his glass.

Say you’re the head of a well-known national organisation. Actually, your company is world famous. It’s been around for centuries. And depending on how you look at it, those in charge over that time have either been some of the finest minds of their generation, or utter buffoons. Still it’s different now you’re there. You...