Mark Andrew Foust
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Mark Andrew Foust
Freelance Writer


In public interactions of every shape and stripe, one thing reigns supreme. One thing that wins the hearts and minds of stakeholders and skeptics, fanatics and fence-sitters alike.
Words.
With the right words, an idea launches a movement and escapes obscurity. A book lands on the bestseller list and avoids the discount bin. A politician is reelected and not recalled.
And so it goes in the chess match of business, too. Words can nudge a CEO from the shadows into the light and turn her into a thought leader. They can reposition a stagnant brand, produce a campaign that knifes through the marketplace clutter, help a corporation avert a reputational crisis.
They can even turn red ink into black.
If a speech is moving instead of mundane, an op-ed remembered rather than unremarked, a tagline viral and not vanilla, there's but one reason.
Words were used with sensitivity and skill.
Words mattered.
