What You Say Is More Important Than What You Sell

What you say is more important than what you sell.

Creativity is not a child's luxury; it's a smart business strategy.

If you're wondering whether creativity is a waste of time; if you're convinced that “your product / service / website will speak for itself,” then think twice:

Because creativity, as it's usually defined, is about making a statement.

But creativity in business is about making a statement that gets you what you want.

Notice the difference.

It's important to recognize—

—before, of course, your competitors do.