You know your company or product is different. But does it sound different?  Sometimes all that differentiates you from the competition is your story. The right language can change behavior, perception, and drive sales. How that story is framed matters more than you think. Using examples like “zero proof” non-alcoholic beverages, a “no hoops” rewards credit card, and an insurance company that “looks for ways to say yes,” President Lee Carter, CEO Michael Maslansky, and Vice President Will Howard highlight the tools you need you stand out from the crowd.