I have a catchphrase that I developed many years ago as a news editor for my university newspaper. My dream was to start a company eventually that would help people craft their words for greatest impact. I imagined people writing more concisely, conveying their meaning quickly. My advertising slogan was going to be: “Make your point. Sharper.” I still love that slogan — the grammatical ambiguity is one of the intriguing things about it. I started using it for my current company since I focused on editorial assistance and information architecture as well as content management systems.
Eventually though, I had to admit that the company was doing more than just word-crafting or even conveying information to others. It was more broadly based in content improvement: creating, storing, and retrieving content for a whole enterprise. Content is the focus, but its application for business success is really what I am helping people with. I also strongly believe that we should never “settle” for anything less than our best. In fact, being better than our best can happen through collaboration.
So my company’s new slogan is “Content to overachieve.” It still retains double meaning through two different pronunciations of “content” and it emphasizes business success.