avangelist 23 December 2014 Companies fail to consider what it is about their approach that is genuinely different to everyone they’re competing with. It may seem stupid to have a tagline of – we invoice you every 2 weeks and you have to pay within 24hrs, but if that’s what makes you different (because every man, woman and huskie creates ‘delightful handcrafted artisanal digital experiences for the future of mobile buzzword bingo’) then you should craft some word smithery around it that says exactly that instead of following the checkbox list from some procurement person with a checklist – you don’t want to work for those kinds of companies anyway. Am I right? Am I right? Hi Five over here? No? OK, I’ll get my coat.