Wanted: ALIVE, NOT DEAD.

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“I love my files and storage.”

Said no one.

Ever.

And yet, even great startups like Dropbox talk only about ‘files and storage.’

That kind of language is… how can I put this politely… dead.

And that’s one of the reasons why Dropbox is not as successful as it ought to be.

In life and in business, if the language you’re using is not large enough for the territory that you’ve entered, you’re not going to be as successful as you could be.