Enough with the Fluff!

When you’re working on perfecting your elevator pitches, it’s important to check your verbiage to make sure you aren’t using any fluff words. What is a fluff word? Words like “pioneering”, “leading”, “established”, “finest”, “foremost”, and “original.” Do any of these words mean anything? No. They are about as meaningful as the word “natural” printed on a loaf of bread in the supermarket (as if the alternative were “supernatural”).