But aside from this bright spot, you are right in that key messaging documents are generally nasty beasts devoid of voice and any other redeaming qualities. I think they can be an important weapon in our arsenel of change though. You see, it's almost like the game where you whisper a phrase into someone's ear, and then they whisper into the next one, and by the time it gets to the last person it's a whole different phrase? Well, if everyone working on this type of stuff starts doing it gonzo style, weaving in the koolaid where we can, I think we can fix it, Bob.

From cluetrain: "The good news is that almost all of us already know how to talk like real people. It’s just a matter of pulling that fat axe from our skulls."

Mine's almost out. And that has to ripple out to the businesses I think for, write for... doesn't it?