We're full bore heading to our launch. And one of the biggest discussions we had was what is our company's voice. We decided that we're people, our customer are people, and we'll be approachable and treat them like the smart people they are.
Some people have a problem with this. Most default to buzz-speak. So I've come up with a scale here.
On the left side is "Market Speak". You know: "We are the leaders in widgets and our synergistic approach leverages current infrastructure....." On the other end is "Buy our stuff and you'll be driving a Bentley in 90 days. Let's hear from Joe who went from sleeping in cardboard boxes....."
I think we're all a lot better off moving to talking like people. But most of all make sure you find your voice and everyone you work with knows what it is.