Scott Flood

See Yourself Through Their Eyes

You're acutely aware of the internal structure of your company, and the politics and complex challenges that spring from that structure. When a customer needs something, you mentally consider which...... Read More

Friendly Advice From The Other Side of a Portfolio

When confronted with a portfolio of samples, intelligent businesspeople typically become less than savvy.  They scan the contents, nod their approval, then point to an example or two and say, “I re...... Read More

Nobody Cares About Your Mission Statement

I've stated many opinions in this space, but few are as likely to trigger a violent reaction as the headline of this article. Among many executives, mission statements are a sacrosanct cornerstone ...... Read More

Should You Dumb it Down?

Of all the phrases I've encountered in my career, few frustrate me as much as “dumb it down.” I usually hear it as a command (“This is technical, so can you dumb it down for our customers?”) or a p...... Read More

Fox Paws Aren’t a Mute Point in a Doggie-Dog World

Idioms and foreign-language phrases can add color to your speech and writing and help you present a professional, knowledgeable image. Unfortunately, many people misunderstand or misuse those phras...... Read More

Writing to Impress Rarely Makes a Good Impression

I remember the sales rep quite well. Eager to make a good impression with a potential advertiser, he talked about his interest in architecture. He gestured at the structure across LaSalle Street an...... Read More

How Long is Long Enough?

When it comes to the optimal length of copy for websites, emails, ads, letters, and brochures, it seems that every businessperson is an expert. The problem is that what most people view as expertis...... Read More