You can state the fact, like Staysure: 'The over 50s experts'. Or you can use a euphemism like the Australian company Apia: 'Rewarding Experience'. RIAS's slogan tells us straightforwardly that it deals in insurance for the chronologically challenged. But it accentuates the positive. What improves with age? Wine, violins, and, it is said, sex. RIAS's slogan, devised with ad agency WPN and introduced in 2009, makes a slightly bathetic addition to that list: insurance. The result is a rather banal and plodding line, which invites customers to look forward optimistically to a long-term relationship with RIAS. The slogan makes no promises about price, it's all about establishing the company's expertise.
There is a moral dimension to business, but you can take it too far.
In our second Changing Lanes podcast, we talk to people who have successfully pivoted their career by pursuing further study, finding a mentor or taking a sabbatical.
The law is changing so that parents who have lost a child will be entitled to take paid leave.
How a can of dog food inspired a $100m business.
Recognising there's a problem is only half the battle.
Do your research and be prepared to walk away if the deal doesn't feel right.