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Whether it’s your phone vibrating, a rumble of your car’s engine, the tingle of your minty toothpaste or the bubbles in your drink, products come with sensory signals. Some are inadvertent, some are deliberate.

For example, advances in build quality meant the engines of modern day Mustangs were too quiet. They just didn’t sound “Mustang-y” enough. That’s why some models use speakers to generate tones that mimic the sound of a V-8 engine. 

Part...

There’s some phrasing we’ve got to stop using because it undermines the point we're trying to make.

See if you can spot the problem:

• “I can’t recommend this paper enough”
• “I would not hesitate to recommend…”
• “Couldn’t recommend anyone more for this”

Do you see it?

Can’t, wouldn’t, couldn’t.

When we start praise with a negative, that’s what people hear.

Instead, when offering praise use:

"I...