Words are a neglected resource in business life. They are available to us all; we can decide to use them well or badly. But most of the time we take words for granted and regard them purely as functional - They're a bit like electricity - you need them to run a company but there's not much you can do to use them differently from anybody else. But the truth is that words can be used to give your business competetive advantage. So why ignore them? In this insightful work, leading corporate identity expert John Simmons demonstrates the power of words to move people - from employees to customers, to suppliers and the media. On a practical, individual level, the book shows managers how to write inspiring business proposals, memos and letters that will make a difference. Moreover, Simmons examines ideas and examples of the use of words and language within the overall management of a company's identity.