Writing dialogue that connects (with a va-va-voom factor)

In business you have two options. 

You have two paths to build a brand. But you can only choose one of them. 

One is the easy option. 

You can copy whatever everyone else is doing (But that's commercial suicide). 

And then there’s the hard option. The less obvious one. The scary one. Because it involves doing things differently. 

Ironically, the brands who d…