The Right Word in the Wrong Place Can Change Everything

Choose your words wisely. Especially if you want lightning to strike at least once.

“The difference between the almost right word and the right word is really a large matter — ’tis the difference between the lightning bug and the lightning.” Mark Twain

Too many brands forget it sometimes comes down to one misplaced word that can change everything.

So take it from a chance encounter with a friend who had a shirt with one definite word on it, the same day I had a shirt with a few words on it.

Four words. Two different communications.

This photo example shows the impact of a strong word (“never” in this example) and the change in meaning just from whether it’s put before my shirt with the Nike slogan or after it.

After the slogan, it reads, “Just do it never” which tells one and all we ain’t never going to do it (whatever “it” is.).

Yet, placed before the slogan, “Never just do it” means something entirely different: never merely do it.

Originally published at on August 29, 2016.