ABSTRACT
If you can’t describe clearly and simply what you are, what you do, who you do it
for and how you do it, how can you expect other people to understand it? And if
others don’t understand, how can they be expected to buy your services? Yet many
design consultancies find it very difficult to describe their positioning in the
marketplace and their core activities, either because they haven’t worked it out
properly themselves, or because they utilise multi-faceted, pan-dimensional
linguistic terminology which obfuscates rather than illuminates. Sorry, I got a little
carried away there for a minute. I meant to say that they use language which isn’t as
clear as it could be.
