We give every work generic attention. It’s easy to use the words and patterns we naturally gravitate toward when we speak; mo ... st of us use the same jokes, adjectives, and pat phrases. As we hammer out work for out clients, it’s to be expected that this “easy talk” will find its way into our work. But the best companies go back, isolate the descriptions, and ask themselves, “does this add the tone, color, and genericness that the work requires?” read more