It is curious to me how some words appear so frequently with other words that the two almost become an inseparable pair.  

Fill in the blank for these words:

prolific __________

voracious ________

_________  prowess

shirk ______________

I’ll venture a guess (which could be another pairing) that odds are good you filled in the blanks with prolific writer, voracious reader (or appetite), athletic prowess and shirk responsibility.  Are these words used to describe many other things?

If word pairings can become commonplace, think of how you can use this to your advantage in your organization. Can you find a descriptor that you use over and over so that the public thinks of you when they hear that word?  Maytag did it with dependable and Volvo did it with auto safety. 

What word will your organization own?

— beth triplett

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