Let's stop confusing seriousness with being staid. There's ''not enough smiling'' inside companies, and opportunities for taking advantage of creative language get lost. Communication is still too often laden with formality and lacking in ''appeal''. Dynamism and energy are missing.

Let's not forget that language outside of the company (and from the company directed outward) is often fresh, agile, ironic, and, at times, truly fun.

We mustn't be afraid of using new marketing/communications techniques.

Naturally it isn't always necessary to make drastic changes, something which could create confusion among the company's collaborators. We must take into account the current communication standards present within the company while at the same time encouraging a rapid but smooth reversal in tendencies.