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Killers Or Motivators?


It’s ironic that many of the words and phrases in “100 words that kill your proposal” are used by management and public relations spin doctors to project a false illusion of infallibility:

  • Uniquely qualified, very unique, ensure, guarantee
  • Premier, world-class, world-renowned, well-seasoned managers
  • Leading company, leading edge, leading provider, industry leader, pioneers, cutting edge
  • Committed, quality focused, dedicated, trustworthy, customer-first

How can these subjective and tacky words sink a business proposal on the one hand, but (supposedly) inspire and motivate on the other hand?

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