It’s an age old question, but everyone knows the answer.

Everyone knows the chicken came first. Just like content. But is it really that straightforward? All content should be designed to be effective. All design needs to be packed with content to work. But neither should come first.

It’s human nature to compete. From our early days as hunter gatherers competing for food, living space and reproductive opportunities, to our modern day competition for, well – food, living space and reproductive opportunities.

But competition is not always the best way to succeed. Collaboration is.

Many businesses talk about tone of voice. Few actually understand its powerful benefits. Fewer still successfully define and use their tone of voice to its full effect.

Here’s how a strong, clear tone of voice can bring a wealth of benefits to your business.

You can take your scarcity and your pratfalls and your lizard hind-brains, and they’ll do not one jot for you if you don’t get one thing right.

The benefits of your product.