Want people to like your brand and spend money with you?

Just a few words can make that difference.

So many interactions with businesses are either a torrent of corporate verbal sludge, or nauseating self-praise.

This week, we look at a few examples of how a few good words can transform products and experiences.

And how it pays off, like the appliance company whose share price rose 1500% in a decade by practising 'user empathy'.