Changing language

At my company last week we made a conscious decision to make a change in our language when we’re talking to potential clients. We’ve shifted our focus away from the technology and onto the benefits. When you’ve made the shift it’s a really obvious one to do but when you come from a technology delivery background its very easy to fall back onto the dirty details when people ask “what do you do?”.

John and I spent a chunk of time revising our brochure to include an explaination of the efficiency gains from what we do. What it boils down to can be summerised by this passage we wrote:
> Our focus is on pushing relevant, up-to-date information between
those responsible for the shape of your business and those
responding to customer needs on a daily basis. We give you a richer
picture of the state of your business to allow you to better analyse
how you can respond faster to an ever-changing market.
>
> Inefficiency in your business could be wasting large amounts of time
and money. This can be caused by the hours staff spend searching
for relevant information, duplicating data and travelling between
office and customer. Instead they should be interacting with them in
an informed, efficient manner.

I hope that’s not too cheesy-marketing-speakish. Any feedback welcomed…