If You Want To Dominate Your Market, Pick A Word.

British scientist and Professor of Social Interaction Elizabeth Stokoe found that changing one word in a question can lead to more positive outcomes.

Market leaders establish a strong position in the mind of the prospect by focusing attention on a surprisingly small amount of information. Market leaders find a way to own a word. For example, Google owns "search", Facebook owns "social", Oracle owns "database", HubSpot owns "inbound".