Every word is an opportunity.

Its okay to be divisive, and sometimes a really good personality does that. If 50% of the people hate you, thats okay if [the other] 50% of people *really* love you.

If you leave here today remembering just one thing, remember this: Every word is an opportunity!

... and we even write little poems that go up the sides of Guinness bottles.

Sorry gorgeous I'm taken.

The thing to realise is that you can be serious without being formal. There is a time and a place to be serious and a lot of brands have to be serious all the time, but you don't have to be corporate or formal or boring, you can still be engaging and interesting.