Ideas for profitable
communication
by Baruch ter Wal

Who wants to be “they”?

On the bus today I heard: “They are going to cure cancer in ten years” but also “We were the first to split the atom.” Why?

Being a New Zealander doesn’t necessarily bring you into the fold of “we”. You hear “We went nuclear free in the ‘80s” but also “They want to ban smoking on beaches.”

“We” is about buy-in, about a feeling of connectedness.

How close are you and your customers from referring to each other as “we” instead of “they”?