We all use words. Lots of them.

People and brands feed social media in an endless stream. Words are broadcast through websites, emails, blogs and videos. Pages are printed with stories and marketing messages. It’s all content, content, content.

When content is king, it’s a race to fill space. Quality is slain, sacrificed upon the altar of quantity. Strategy, purpose and accuracy are lost. Consider the hapless hero in a game of Hangman. Facing the gallows, words are his redemption. But not just any words.

Only the right words can save him.