Words that spread

Your message isn’t what it says on your website.

Your message is what those who know you, tell the others.

Those are words you may not have chosen. You can’t wordsmith or A/B test that. You can’t un-say what you’ve said. You can’t pretend you’ve done what you haven’t.

And that’s part of why those words are so important.

Maybe we should focus less on the simple prose we can control, and more on words that spread.