Sure, that’s why he is paying you, but most people who conceive of an idea feel very strongly about how they want to describe it.
Once you’ve slapped a label on your fair share of companies, you quickly understand why reporters get annoyed by company backgrounders and boilerplates. Many are full of fluff that makes the founder of a company happy, but if we were really doing our job, we’d slash the following words in any company description and start again.
Sadly, these overused descriptors now hardly bear any weight when telling a company’s story.
Here are nine descriptors we’d love to cut: