The great default word – solutions – should never be used in your value proposition, or Million Dollar Message.

(Actually, there is one place is can be, race to the end if you want to know where).

For a start, all businesses provide a solution in one way or another.

So, to use it in your slogan, strapline, tagline or BBQ answer to the question “what do you do”, reveals a stunning lack of imagination.

Your first story needs to tell me what your solution is – not leave me guessing.

Your first story needs to tell me why your solution may be exactly what I need.

‘Solution’ is a surrender term, signalling you’re not too sure of your specialness or purpose.

So, exclude solution from your vocabulary…solutions is not the solution.

P.S. The one possible situation ‘solutions’ can be use is if you’re a chemical company. Then you’d be using it as a noun – and it may be exactly what you do provide!