As the saying goes - a Rose by another name would smell as sweet, but does the term Travel Agent pack the same emotion as Travel Advisor (or any of the other names that TAs today use)? 

In fact, I declared in the episode, that I was wrong - okay maybe only partly. But you've got to listen to know what I was talking about. 

We can call ourselves anything we want - but it doesn't mean that our clients have a clue what we're talking about. I remember the first time I heard the term "Big D Energy" I didn't have a clue what they were talking about because it was completely out of context. If you're not sure what it means either, send me a DM on Instagram and I'll tell you. 

The reality is we need to use language that resonates with our clients NOW not where we want to be later on. 

That's not to say you don't need to have an internal knowledge of who you are and what you bring to the role. If you view yourself as a special name, that's great, but unless it's completely mainstream then it's not an effective term to use. Marketing and Sales should require no explanations. If you have to subtitle what you're saying you've lost the game already! 

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