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Finding the right words to describe your product or service offering can be an agonizing task. In today’s crazy business environment it’s especially difficult to stand out from the crowd and impress corporate decision-makers. That’s why all the time, effort and resources invested in this valiant effort are so worthwhile.
But are they really? Before answering, consider this meticulously crafted statement found on a technology company’s website: “We deliver an innovative, enterprise-class business integration platform that incorporates proven integration technology with next generation capabilities into one interoperable set of tools that delivers a unique combination of efficiency, agility and control.”
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