Flip the sentence

Here’s an interesting test: When you make a grand pronouncement, or set out your values, or select a goal, try saying the opposite.

Here’s some examples:

  1. We build high-quality homes.

    The opposite would be so say “We build low-quality homes.” Now either, your statement is marketing fluff, or you’re accusing other builders of building low-quality homes. Or saying that legal compliance isn’t high quality.

  2. We value trust, integrity, and honesty.

    The opposite statement is that “we value cynicism, deceit and lying”. So do (hopefully) everyone else.

  3. We build affordable homes.

    This one’s pretty obvious: “We build unaffordable homes”. Really, what would be the point in that

Now there’s an interesting question…