Big Idea Company, LLC

If you work in an office, chances are you’ve been exposed to corpspeak at one time or another. You know, that fuzzy language some executives use when they want to please everyone without saying anything. Corpspeak works because it usually has little meaning and is conveniently unobjectionable.

For example, “Our goal is always to maximize customer care while preserving the core values of our business model.” You could pretty much answer any question in the world with this.

But not all corpspeak is so obvious. In fact, those who are fluent in this coded language might sound no different than your most trusted co-workers. Here are ten tricky phrases that some of the most skilled corpspeakers like to use… along with their true meanings:

1. Corpspeak:  “Can you give me a little context?”
   Meaning:  “Can you start over from the beginning? I have no idea what we’re talking about.”
2. Corpspeak:  “Let’s touch base later.”
   Meaning:  “Go away. I’m done talking to you for the day.”
3. Corpspeak:  “He’s a real go-getter.”
   Meaning:  “He’ll do all the work.”
4. Corpspeak:  “We need to recalibrate our mission to meet today’s changing markets.”
   Meaning:  “We need to figure out what the hell we do.”
5. Corpspeak:  “This proposal is on the right track.”
   Meaning:  “This proposal sucks.”
6. Corpspeak:  “We just need to polish it up now.”
   Meaning:  “It still sucks.”
7. Corpspeak:  “The ball’s in your court.”
   Meaning:  “As of this moment, we’re blaming you if we fail.”
8. Corpspeak:  “We need to find a stronger angle.”
   Meaning:  “Our B.S. still sounds like B.S.”
9. Corpspeak:  “You just aren’t a good fit for our team.”
   Meaning:  “Your resume is fine. We just don’t like you.”
10. Corpspeak:  “I’ll be honest…”
    Meaning:  “I just lied to you…”

There are many more corpspeak phrases out there. If you come across a good one, feel free to add it to the list in the comment section. Together, we can break this corporate code and get back to the good ol’ days when people just said what they meant. On second thought, have we ever?

by Lou Pierce

President, Big Idea Company

As seen in the pages of the South Bend Tribune Business Weekly.

The more complex your organization, the more it will benefit from a simplified public image. What follows are several examples taken from history that show what’s at stake when it comes to associating one simple idea with your brand – regardless of how complicated your company or institution really is.

Something surprising about Google and Apple

Google, as incredibly complex as it is, has always presented itself as the cleanest and simplest  browser to use when searching the Internet. Google has been so successful at this strategy of keeping things simple, that we now use the word “Google” universally as a verb.

Apple makes an ever-evolving array of digital products and services that continue to be wildly successful in the consumer marketplace. Yet, Apple chooses to promote their very complex products in a deceptively simple way — as a brand of products that makes complicated things very easy to use.

So what’s the surprise? The surprise is that neither Apple, nor Google were the first to field products or services in their respective markets. Both Yahoo and Netscape preceded Google by several years. Altair and IBM  were among the first personal computers to be offered to the public. And Apple’s first computer in the late 1970s didn’t even come with a keyboard. This was a huge disadvantage. 

By the time Apple founder Steve Jobs introduced the MacIntosh in the 1980s, Commodore, Radio Shack, Texas Instruments and a throng of other very good companies had also entered the fray with their own perfectly good personal computers. It was a very competitive, very crowded field.

So how did Apple and Google find room in their already crowded fields? Well, don’t make the mistake of thinking that they actually brought better products to the market. In the beginning, their products were no better than anyone else’s. Almost every search engine did a good job of searching the Internet in the 1990s and almost every personal computer did a good job at computing back in the 1980s.

In fact, there are plenty of early-adopters and technical aficionados who would argue that neither Google nor Apple had the best respective products in their fields when they were first introduced. But, don’t waste your time arguing the merits of who had a better mousetrap in the beginning. It doesn’t matter.

The point is that the field was already crowded with perfectly good products and something had to be done to make Google’s and Apple’s products stand out.  How did they do it? How did they survive and prosper when others did not? The answer is that they employed the law of simplicity.

When every other search engine in the world was a confusing mess to look at, Google was clean and easy to grasp. When every other computer company required users to have at least a basic understanding of computers and how they worked, MacIntosh was the opposite – a complex machine that was friendly and intuitive.

These two companies started small and followed the law of simplicity to become big. They tailored their very complex products to fit effortlessly into our day-to-day lives and spent millions of dollars over many years to remind us simply and plainly, that they were different because they were easy (“simple”) to use.   

Other worlds of influence

Are there examples in other industries where this simplicity of messaging has worked well? Yes. The National Dairy Council, Campbell’s Soup and Volvo are good examples. Let’s look at the Dairy Council first.

For an organization that could focus on any of the myriad of delicious products associated with the dairy industry, the Council has chosen to focus solely on milk.  But, yogurt, cheesecake, ice cream and other dairy products are very popular too! Why the singular focus on milk?

Could it be that milk, unlike cheese or cheesecake, is more likely to be perceived as a healthy choice? Fair or not, milk is the easier sell – even though some might question the way in which modern milk is produced.

So, the Dairy Council keeps the message simple. Milk is ‘healthy’ and ‘healthy people drink milk.’

Whether or not this is true, is hardly the point. The point is that it’s easier for consumers to embrace this one simple concept than anything else you can say about all the other delicious dairy products combined. And let’s face it. A lot of those delicious products aren’t very healthy for us at all.

As long as the Dairy Council continues to remind consumers that ‘healthy people drink milk,’ every other dairy product made from milk, even cheesecake, will benefit. It’s that simple.

Campbell’s Soup, the most successful company of its kind in the world, leverages this same rule of simplicity in all of its marketing.  Campbell’s produces hundreds of  different soups and soup products but only markets them with one simple idea:  ‘Soup is good food.’  That’s all that Campbell’s wants you to know.  And, it is enough to make them the number one soup-maker in the world.

Maybe soup is good food, maybe it isn’t.  Once again, it’s not the point. The point is that Campbell’s knows keeping it simple is the smartest way to protect and grow their market share.

 All things for all people?  Not if you can possibly help it!

Let’s look at Volvo.  For decades, Volvo was unable to make a dent in the American auto market. The company produced a full line of very good cars, just like Ford, GM and Chrysler. Year-after-year, all of these companies went head-to-head (actually car-to-car) pitting the various features and benefits of their individual cars against each other in the battle for consumer mindshare. A lot was at stake. And Volvo, like all the other car makers, developed catchy slogans and award-winning ad campaigns that were sure to build their share of the American car market at Detroit’s expense. But Volvo’s share never changed much.

Then one day, someone came up with the idea of narrowing down the idea of what a Volvo stood for. Instead of trying to be all things for all people, Volvo would appeal to a select group of people who placed a high value on that one thing. But what would that one thing be?

It had to be something that mattered to consumers. And it had to be authentic. So ideas like “colorful” or “sporty” probably wouldn’t work.  Volvo was neither.

As it turned out, the company did have a reputation for building a pretty safe car. But, it wasn’t a characteristic that they’d ever made the thrust of an entire brand-building campaign for consumers. What would happen if they did? 

While Detroit complacently ignored the fact that their brands stood for everything, and therefore nothing in the minds of consumers, Volvo pushed forward with this crazy idea of focusing on one single thing. They didn’t change how they made their cars. They didn’t’ change their price structure, their dealerships or anything else.  They just focused on telling people that Volvo stood for ‘safety.’ They backed up their claim in every ad, every speaking engagement and automotive industry article with evidence that it was true. And for the first time in history, their share of the American automotive sales market increased significantly. To consumers, Volvo suddenly stood for something. Volvo stood for safety.

What did those same consumers think that Ford, GM or Chrysler stood for? Ask 100 average Americans at the time, and you would have received 100 different answers. Why? Because Detroit’s ‘Big Three” stood for everything, which meant that Detroit stood for nothing. And, not much has changed since then.

 Who sells more cars in America today? Not Volvo, even though Volvo prospered by narrowing the focus of their brand identity. But, it’s not Ford, GM or Chrysler either. Today’s leader is Toyota – yet another foreign automaker that dared to enter the U.S. market with a simple idea that Americans found very easy to understand: Efficiency.

Small versus big

Can this long term strategy of keeping the marketing message simple work just as well for smaller organizations and companies here in northern Indiana? Yes. And the benefits are great. An organization with the right reputation finds it easier to influence donors, recruit volunteers and staff, negotiate with suppliers, and introduce new products and services to a grateful community.

Interestingly, the smaller an organization is, the easier it is to develop a simple messaging strategy that cuts cleanly through all the other marketing clutter competing for your audience’s attention. The larger and more complex an organization is, the harder it is to find one common theme that all of the competing internal divisions, departments and product managers can agree upon. But to be successful in the long run, that one simple and universal message is essential.

If you cannot follow this rule, at least be aware that it may be used against you.

Any regional business or organization that can find a way to simplify what they stand for in the minds of the public will find everything else that they want to accomplish a little bit easier. In marketing parlance, this axiom is sometimes referred to as the law of focus; other times, the law of simplicity. Whatever you call it, it is often used most effectively for some of America’s most complex and diverse institutions – institutions like Google, Apple, Campbell’s, the National Dairy Council and many others.

This law of focus; this law of simplicity, can be one of your best assets when it comes to creating and managing an image for your complex organization. It can help you raise money. It can help you sell products and services, recruit staff, enroll students, patients and even prepare your organization for political support when you need it.

Unfortunately, this same law is easily dismissed by critics who simply don’t believe in simplicity. ” How can anything that is complex,  be boiled down to one simple concept or idea,” they reason.  “We have to tell people everything we can about our complex product so that they can appreciate it.  Anything less,” they reason, “is not doing our product or service justice.”

Of course the critics are wrong.  And history proves the point.  Those of us who ignore the law of simplicity, do so at our own peril.  It’s only a question of time before  one or more of our competitors take advantage of this law and use it against us.

Think it can’t happen to you or your organization? You’ve been around too long? You’re too big, too diverse? Think again. That’s precisely what Ford, GM, Chrysler, Commodore, Texas Instruments, Yahoo and Netscape thought. 

Big Idea Company, LLC

Sometimes I wish I didn’t have such a naturally low tolerance for BS. It gets me into trouble every now and then. But I can’t help it. I was born with an ultra- sensitive BS radar that emits violent shockwaves whenever it goes off. In fact, it’s going off right now.

For the past twenty minutes I’ve been online reading blogs, articles and website copy. Not because I care about what they have to say, but because it’s part of my job as a writer to know what the current literary climate is in cyberspace. I can sum it up in three letters: S-E-O.

If you have a business or organization that values a healthy web presence, you probably know that “search engine optimization (SEO)” is the process of making your website attractive to search engines. In case SEO is a new term for you, I’ll give you the 60-second version of how it works.

SEO is all about the words or phrases that people type into search engines when they’re looking things up on the internet. Say you’re searching for a nice restaurant in South Bend. You’d probably Google “restaurants in South Bend.” Therefore, if you owned a restaurant in South Bend, it’d be wise to include those same key words on your website. You see, when you search for something on Google, it scans thousands and thousands of websites for the specific terms you typed. Then it ranks them. The top 15 or so are displayed on your screen. The way Google ranks websites gets a little complicated, but let’s just say it pays close attention to “key words” in your web text, among other things. The higher your ranking, the better.

That’s SEO.

Now here’s my beef: it’s getting to the point where SEO seems to be the only thing web writers care about anymore. They want to get people to their website more than they want to write interesting content that their readers will care about. I know this from experience. Years ago I wrote for an online real estate company. I was always given a long list of key words and phrases that I’d have to build each article around. The only reason they wanted articles was to keep their website high up in the search engines. I did it. I found a way to use those key words in a way that appeared organic, as though they were the words I would’ve naturally chosen. But instead of feeling proud that I did my job well, I felt dishonest and even a little sleazy. A few months later I quit.

Web writers and marketers have turned SEO into a secret ulterior motive. I miss the days of reading an article online and knowing it was written solely because the writer had something interesting to say. Now writing on the internet is so bloated with search terms and key phrases that I can’t even go online without my BS radar blowing up in my face. But I can deal with that. What really bothers me is knowing that so much writing on the web has lost its purity. Doesn’t anyone care about that anymore?

Yes. There are still some web writers left who value things like honor, honesty and truth. I’m one of them. This blog is genuine. It contains no pre-determined key words or SEO strategies. Not that I’m rebelling against the use of SEO altogether. Don’t get me wrong. There’s nothing wrong with a website that helps generate business. After all, isn’t that the point? I just think there’s a way to incorporate SEO without crossing the line of deception. There must be a happy medium. I believe creating interesting content that readers will care about should dictate your SEO, not the other way around. If you’re writing about topics that matter to your audience, the search words will be there. Trust me.

by Lou Pierce

We slept with bulletproof vests at our side, traveled in armored cars, Blackhawk helicopters, United Nations convoys and military cargo planes.  What we didn’t know was that not far from our compound, American special forces were rehearsing a daring raid that would take place just weeks later, as they confronted Osama Bin Laden face-to-face in the very place he’d been hiding for over five years.

If it sounds cliché, so what!  It’s true.  There really are good things happening in Afghanistan. Sure,  it’s a tough place — a dangerous place.  And change comes slowly here.   But, our delegation of six civilians witnessed remarkable progress being made through the support of a special Task Force formed by the United States Department of Defense.   It’s economic development in a war zone, without the hindrance of a huge bureacracy — a task force under the umbella of the Defense Department, but comprised of business-minded experts who are determined to get things done — whatever it takes.  And,if it is working this well in a war zone, it has incredible potential to work everywhere else in the world.

Click on the image above to read our day-by-day accounts as published in a national agribusiness publication and the image below to play the surprising short film we produced featuring the real people of Afghanistan — where they actually work, live annd play.  You’ll also meet the other five gentlemen in our delegation, including President of Farm Journal Media, Andy Weber, philanthropist and farmer, Howard G. Buffett, Howard’s son, Howard W. Buffett, Videojournalist Eric Crowley and Indiana farmer, Kip Tom.

This film clip is so spot on, that we simply have to share it with you. If you’ve ever wondered what it’s like to be in our business, here’s a glimpse.  It’s not always like this, but it does happen. Some people call it “the creative process.” Some call it “torture.” We call it funny.

by Ryan Faist

Big Idea Company, LLC

“A language can associate semantic information with structures larger than ele- mentary lexical items and can associate semantic interpre- tation principles with syntactic configurations larger and more complex than those definable by means of single phrase-structure rules.”

I have no idea what this means either. Yet the topic, if you can believe it, is communication.

To be fair, this quote is from an essay by a group of distinguished scholars (Fillmore, Kay and O’Connor: Regularity and Idiomaticity in Grammatical Constructions). For some reason, people in academia love when nobody knows what the hell they’re talking about. For the rest of us, a great deal depends on our ablity to understand each other.

Unless you work at the top of a forgotten lighthouse somewhere, you communicate every day with other people in order to do your job. Phone calls, emails, presentations, interviews, newsletters, press releases, brochures, flyers, meet-and-greets, tutorials and announcements are just a few of the ways that businesses rely on communication.

Now, I realize there’s no shortage of how-to articles that can help you do each of these things better. I just want to focus briefly on the one often overlooked principle that applies to them all: clarity.

The importance of clarity may seem obvious, but people ignore it all the time. Sometimes they get hung up with political correctness and corporate mumbo jumbo. Other times they want to prove how clever a writer they can be by using goofy similes, distracting hyperboles and other unnecessary literary techniques. In both cases, their message is undermined by the very language used to communicate it. Talk about irony.  For the most part, however, I think many people simply don’t take the time to really understand what their message is. They just start improvising. Big mistake.

Take a brochure. By the time you start typing, most of the work should already be done. Hopefully you know precisely who your audience is and exactly what you want to tell them. Usually that’s going to be the ways that your product or service will benefit them. Getting this far isn’t always easy. In fact, defining these benefits and figuring out how to articulate them simply and easily is often the hardest part. That’s why many people skip it and just start typing away. Thus another useless brochure is born.

Not everyone has a problem with clarity. Good speechwriters will often go great lengths to make sure their message is loud and clear. A common practice  nowadays is a three-pronged technique. First, tell them what you’re going to tell them. Second, tell them what you came to tell them. And lastly, tell them what you just told them. This is basically a contemporary version of Aristotle’s beginning, middle and end theory, modified for a generation of people who are constantly bombarded by information of all types. It’s purpose? To make sure you get your message through.

I could go on with more examples about how to improve clarity in various forms of communication, but you get the point. The bottom line is: whether it’s a quick phone call to a coworker, a lengthy fundraising pamphlet or a formal presentation to the board of directors, do yourself a favor and know what your message is before you begin. Then, use normal everyday language to get your point across as clearly as you possibly can. Do this and your chances of getting what you want will increase by a factor of ten – not only at work, but anytime you communicate. Muahaha!

Oh, and whatever you do, don’t be like this guy…

Lou Pierce

President, Big Idea Company

The best spokes- people in the world use a set of surefire tools when talking to reporters to ensure that their message gets heard loudly and clearly.  They see interviews as an opportunity to further their agendas and neutralize other’s agendas. And, they prepare for these opportunities in some unexpected ways.

Here are five of the fundamental rules that you can use to your advantage when being interviewed by local or regional media. They are the same rules you’d use for national or international media. Disregard them at your own peril.

Prepare Answers for Questions that You Won’t Be Asked

Anybody can prepare for the questions they expect to be asked. But, that’s not good enough. People who are good in interview situations always prepare answers to questions that they want to be asked.

Answer Questions You Weren’t Asked

When you are asked a question, it is an opportunity to switch from the reporter’s agenda, to your agenda. How? Here are a few simple bridges that are used by some of the best in the nation to make transitions effortlessly:

• Well, what people really need to know is …
• Well, what’s most important is …
• I’m not sure about that, but I can tell you …
• That’s an interesting question. But, let me remind you that …
• Before we get off the subject, let me just say …
• Something to remember is that …
• Let me just add that …
• Well, the real issue is …

If you think that this is rude or wrong, think of it this way: the President of the United States is arguably the most influential person in the world.  Our current President has a standard way of answering almost any question with a particular bridge to what he really wants to say. Here is the very particular bridge that he likes to use most often (whatever he is asked):  “Well, look … “

Give Them Something to See

Journalists always want something visually interesting for the viewers and their readers to see. If you’re commenting on economic impact, why not do the interview in your busy warehouse or in front of a large image of the city, etc. Try to make the background or the support material relevant to the subject, but most of all, provide it.

Visuals will often make or break a story. Don’t be foolish enough to think that your words alone merit a guarantee of coverage.  Countless interviews are done every day that never get used because they are simply not visually interesting. Don’t be among the smug who feel that their title or perceived celebrity status is enough to grant them automatic coverage. It simply is not true.

Use Your Words, Not Theirs

The quickest way to contaminate your response to a reporter’s question is by repeating his or her choice of negative words. Choose your own.  If a reporter asks “did you overcharge your patients for their urine samples,” do not use the words “charged” or “overcharged.” Simply state that medical invoicing can be complex and that if there are ever any issues, it is always our policy to resolve them as fairly as possible for everyone involved.”

Never Lie

Tell the truth, especially when it is hurtful to do it. If you deserve your public relations lumps, take them. Do not split hairs. Simply suck it up so that you are on and off the front page as quickly as you possibly can be. And, feel good about telling the truth. Not only is it the right public relations tactic, but it is the right thing to do period.

You can learn a lot from mistakes made by corporations like BP Oil and individuals like Tiger Woods who split hairs or avoided telling the truth for as long as they possibly could. If and when they actually ever told the truth is debatable. What’s not debatable is that the long delays caused these individuals and organizations a thousand times more pain and damage than was necessary. Telling the truth right away would have minimized their damage. Oh, and it would have been the right thing to do too!

Dear friends and colleagues,

As President of Big Idea Company, I’d like to proudly welcome Arielle Schmitt as the newest member of our team. A graduate of Spring Arbor University in Michigan, Arielle brings a unique passion and talent for graphic design and photography to Big Idea Company.

Over the last few years, Arielle has earned a reputation for excellence in design with prolific freelance and volunteer work for various businesses and organizations around the community, including Michiana Monologues and South Bend Community School Corporation. This distinguished work along with her devotion to good causes, enthusiasm and high standards makes her a perfect fit for us. Plus, she’s a dog lover too – which is a must for us because we bring our dogs to work every day!

We’re excited and grateful to have someone as talented as Arielle join us in our mission to help businesses and organizations in Michiana realize their marketing dreams.

Sincerely,

Lou Pierce, President

Big Idea Company, LLC

Big Idea Company, LLC

So you want some media coverage for your business or organization, eh? Sounds great. The easiest way to accomplish this is to send an irresistible press release to  your local media outlets. One good release, and BOOM – crazy news coverage! Unfortunately, this doesn’t happen as often as it should. In fact, most press releases never even get read. So what are the secrets to writing press releases that actually do get read, and more importantly, get you in the news? In next three minutes you’ll find out.

The Secrets

A press release is a one-page announcement designed to generate media coverage. In order to do so, it must stand out from the hundreds of other press releases being submitted to the media at the same time. Press releases can announce events, achievements, developments, new goals, new hires… just about anything.

Before you begin writing, there are a few things you should know about the media. First, they don’t care about your announcement. It sounds harsh, but it’s true. The media only cares about the people who read their newspapers, watch their news programs, listen to their radio stations, and so on. And they only care about those people because the more they satisfy them, the more successful they will be. So, if you want to appeal to the media, appeal to their audience. This means if you’re writing a press release announcing a new product you offer, don’t talk about the product. Talk about the ways it will benefit people. If you’re announcing an event, write about the significance of the event. A good press release tells the media why their audience will care about your announcement.

The Headline

The headline is the most important part of the press release. Editors’ inboxes are filled with e-releases, and they have neither the time nor the desire to read each one. Instead, they scan the headline and decide in a split second whether they want to read the next line. So, if you want the media to read your first sentence, entice them with your headline.

Writing headlines is a craft in itself, so don’t be discouraged if you don’t hit a homerun the first time. Keep practicing. And remember: all you have to do is get the media to read the next sentence. That’s it. It can be tempting to want to show how clever a writer you can be by crafting a cute headline, but this will actually backfire on you. The media gets turned off when you’re being cute or clever because it’s a sign that your announcement isn’t newsworthy on its own. So don’t be clever; just be interesting. And be patient — you’ll get the hang of it.

The Beginning

The first sentence is the second most important part of the press release. Editors have short attention spans, and even if you’ve written a spectacular headline, you have to write a spectacular first sentence to hold their interest. Sometimes you can do this by writing a statement about the announcement that makes them ask a question to which they want to know the answer. For example, the following sentences begin a press release for a group of JROTC Military Honor Guard students sent out last November:

A group of local high school students won’t get in any trouble for skipping school this Veterans Day. In fact, they’ll be congratulated.

Why would students be congratulated for skipping school? You have to keep reading to find out!

If you manage to get the media to ask themselves a question like this, don’t keep them hanging too long. They’ll get annoyed. For this reason, always get to the point of your release quickly. State the announcement. The next few sentences of the press release mentioned above read:

Instead of studying English or Algebra, five Clay High School students will stand guard outside the region’s only Military Honor Park from 8:00 a.m. to 8:00 p.m. to honor all the men and women who have fought for our freedom.

By the way, this press release generated television coverage on two local news stations and a feature article on the front page of the South Bend Tribune. You can read the full release here (contact information has been removed) if you like.

The Middle

Once you’ve piqued the media’s interest and clearly stated the announcement, it’s time to provide answers to all the logistical questions that they’ll need to know should they choose to cover it. If you were writing the press release about the Honor Guard students, you’d want to explain to the media what the Honor Guard is, describe what the event entails, and provide any other details that will help the media better understand why their audience will want to know about it.

The End

The end of the press release is the easiest part to write. Always close with a short paragraph about your organization or business (called a boilerplate), and list the contact information of the person whom the media should call if they want to know more. Avoid the temptation to list your contact information at the top of the release like most people do. Remember: you only have a few seconds to grab an editor’s attention. You’re not going to do that with your contact info.

The end of a press release is also a good place to include links to any attachments you might have, such as photos, documents or videos. However, it’s also a good idea to mention somewhere at the top of the release that you’re attaching these links. After all, editors might not make it to the bottom. Here’s one way: instead of including “For Immediate Release” at the top, try “Images Attached”. That way the media will know right away that this release has something visual they can use.

Final Thoughts

• Think of writing press releases as a game. Your objective is to get your announcement in the news, and, by extension, to get your business or organization in the news. Put yourself in the shoes of an editor or a reporter. Why would you want to cover this announcement? What makes it newsworthy? Then, answer these questions in an interesting, compelling way.
• Put the most important information at the top of the release. It’s hard enough to get editors to read the first paragraph, let alone the entire press release. So get to the point quickly.
• Save the headline for last. This will let you focus all of your energy on writing a great headline. Sometimes having the entire “story” gives you a better perspective as to what kind of headline will entice the media to read it.
• And finally… relax. Don’t over-think it. After all, it’s just a press release.