Sometimes we forget that word choice and vocabulary alone can differentiate us and our products and services. Just look at these two sentences:

Our cutting-edge software leverages the power of the Internet and industry best practices to provide robust functionality and deliver win-win solutions for manufacturers and distributors alike.

A very well-spoken customer once described our company as doughty. We assumed it was a compliment, smiled and looked it up later. When you work with us, you’ll know what he means.

The first causes involuntary eye rolling and stomach churning. The second makes me curious as well as run for my dictionary. Which means the second engages me and makes me work harder to learn more about this company that defines itself differently than everyone else. Try it out on your brand and see if it creates curiousity and interest. You certainly couldn’t do worse than “synergy.”