The third word is synergy.
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When I told you about leverage I used the word synergy. What the hell does that mean? It means that
if you say that you will look stupid because no one knows what it means if you leverage a synergy.
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The fourth word is takeaway.
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If you are starting a company in England and use the word takeaway, people are going to think you
don't want to eat in a restaurant because takeaway means taking food out. In other countries the
term is "take out." In the new business world, people use takeaway as a description of the single
insight their business impresses upon you. What the hell does that mean? It means that if you say
that you will look stupid because eating at a restaurant is more business-friendly, especially if
the people you are meeting have on suits and ties and they are in the tech business. You don't want
to look stupid, so don't use the term takeaway. To be entirely safe, don't even use the word
"take" or "away" in any of your sentences.
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The final word is a proper name: Disney.
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Whatever you do, never bring up the name Disney and certainly don't say Walt before you say it.
Tech people are always turned off by the name and some very savvy tech businesspeople still believe
that Walt Disney's body has been frozen and is coming back to life one day.
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Frank Cotolo can be found hosting the talk and interview programme Cotolo Chronicles. You
can send him an e-mail at this address: frank@148.ca.
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