Sure, companies like Apple and Nike can get away with having a feel-good tagline, but when Steve Jobs first started out Think Differently wouldn’t have meant much. So curb your tao-ism and don’t make people guess what you do. Instead, write down a few sentences about your company and what it does. Then continue trimming it down until you’ve reached a headline that really speaks to the what behind your company.
Contributors: Lauren Gilmore from PR&Prose