Early on, Nickelodeon banned the word “fun” from their building, their business and all marketing materials. Their reasoning was that “fun” should be at the root of everything they do, that the word, for them, was generic, neither descriptive nor differentiating. What words do you use in characterizing your business that are non-differentiating? It’s lazy speak and dangerous. Always look to take your business and brand to a higher level – in positioning and performance.