Some things we do just won't fit in drawers. For instance TV commercials for an insurance company, a newspaper, or a car model - or PowerPoint presentations for a wide range of themes. This category also includes product or business unit names, mission statements, claims, payoffs, and slogans (unfortunately, we didn't invent: "So innovative it makes tomorrow look like yesterday").

By the way: difficult communication problems can often be solved with a simple statement. We are not in the line of fire and can sometimes see the compelling counterargument that might not occur to you until after the fact. Just ask.

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