101 Cliches: B2B's most notorious creative faux pas

101 Clichés

B2B’s most notorious creative faux pas

Stein IAS

San Francisco 149 Natoma Street, San Francisco, CA 94105, USA T: +1 415 277 5921 Manchester Clarence Mill, Clarence Road, Bollington, Cheshire, SK10 5JZ United Kingdom T: +44 (0)1625 578578

New York 432 Park Avenue South, New York, NY 10016, USA T: +1 212 213 1112

London 90 Tottenham Court Road

London, W1T 4TJ United Kingdom T:+44(0)2079273594

Paris 63 Rue Rennequin, 75017 Paris, France T: +33 1 44 29 97 80

Shanghai Block A, 3/F, Building 4, No.570 YongJia Road, Shanghai 200031, China T: +(86)21 3383 0136

www.steinias.com

Written, designed and produced by Stein IAS. © Stein IAS 2016 All rights reserved.

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The marketing industry is better than the ideas in this book. But clichés are still out there, so we need a reminder and maybe nowmore than ever.

Marketing used to run at a hundred miles an hour, today it’s supersonic. The temptation to reach for a stock image answer is strong. We’re trying to keep pace with businesses that need to get to market now now now! So what if the product’s not ready? Launch a Beta version! In the fray it’s easy to forget that marketing isn’t about blasting, it’s about crafting. And the agency world had better remember this because creative talent is being drawn to exciting new industries that promise soul nourishing opportunities to create. This book is full of the sort of ideas we end up with when we forget our duty to make marketing brilliantly different. This edition is dedicated to all the creative souls who’ve had great ideas and intentions killed and in desperation turned to ideas like these. Let’s kill our industry’s clichés not its creativity.

Reuben Webb

steinias.com

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001 The light bulb

What a bright idea! 7KHãUVWSHUVRQWRWKLQNRIWKLVYLVXDODQDORJ\ FRXOGVWDNHDVWURQJFODLPWRWKLV1RZWKHUHÕV QRWDUHWLQDRQWKHSODQHWWKDWWKHOLJKWEXOE LVQÕWEXUQHGRQWKHEDFNRI/HWÕVGRHYHU\RQH DIDYRXUDQGVZLWFKLWRII

Seen it: Done it:

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002 The tape measure

A service that’s tailored to you. ,WGRHVQÕWPDWWHUKRZ\RXPHDVXUHWKLVLGHD LWÕVERWKPHWULFDOO\DQGLPSHULDOO\FOLFK¨G

Seen it: Done it:

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003 The crystal ball

Because you can’t see the future, we’re the next best thing.

2UVRPHVXFKKRFXVSRFXV,I\RXÕUHFKXUQLQJ RXWWKLVW\SHRIZRUNWKHIXWXUHORRNVEOHDN

Seen it: Done it:

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004 The stopwatch

When time is of the essence.

5HDFKHGFOLFK¨VWDWXVLQUHFRUGWLPH

Seen it: Done it:

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005 The baton

Let’s work together as a team.

Seen it: Done it:

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006 The handshake

Partnership. $VWURQJFRQWHQGHUIRUWKHXQKRO\PRWKHURI DOO%%FOLFK¨V,WKDVDãUPJULSRQZHEVLWHV FRUSRUDWHEURFKXUHV'0DQGLWGRHVQRW ZDQWWROHWJR3OHDVHSOHDVHOHWJR

Seen it: Done it:

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007 The open road

The possibilities are endless. 7KH\DUHLQGHHG%XWZK\LIWKDWÕVWKHFDVH DUHSHRSOHVWLOOXVLQJZHOOWURGGHQLGHDVOLNH WKLV",IZHZDQWWRWDNHEUDQGVWRQHZSODFHV OHWÕVWU\VRPHURDGVOHVVWUDYHOOHG

Seen it: Done it:

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008 The target

We’ll give you the best possible results.

'RQÕWSRLQWWKDWWKLQJRYHUKHUH,I\RX ZDQWWRPDNHXVHRIVRPHWKLQJVKDUSLQ \RXUFRPPXQLFDWLRQVVWDUWZLWKSHQV SHQFLOVDQGDNHHQFUHDWLYHPLQG

Seen it: Done it:

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009 The cogs

We’ll integrate with you, like a machine.

*UHDWLI\RXÕUHDURERW×7KLVEUDQGKDVXWLOLVHG FOLFK¨QXPEHUP\PHPRU\EDQNGLFWDWHV WKDW,UHVSRQGZLWKIHHOLQJVRIWUXVWDQG UHDVVXUDQFH:K\DUHP\KXPDQFROOHDJXHV GLVSOD\LQJVLJQVRIIDWLJXH"Ø

Seen it: Done it:

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010 The jigsaw

We complete you. :KHQZDVWKHODVWWLPHDQ\RQHGLGDMLJVDZDW ZRUN"6RPHRQHÕVZRUNSODFHLVZKHUHZHÕUH VHQGLQJWKLVPHVVDJHZKHQZHUHDFKIRUWKLV FOLFK¨6RXQOHVVWKHDXGLHQFHLVLQWKHEXVLQHVV RIMLJVDZVOHWÕVMXVWVKHOYHLWDQGFRPSOHWH VRPHWKLQJPRUHUHOHYDQW

Seen it: Done it:

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011 The sex sell

What we have to offer is really attractive.

2ULVLWWKDWZKDWÕVRQRIIHUKDVVRIHZDWWUDFWLYH IHDWXUHVWKDWZHÕOOWU\DQGLQJUDWLDWHRXUEUDQG LQWR\RXUFRPPXQLW\ZLWKDIUHHFKHDSWKULOO 1RZWKDWÕVSURJUHVV

Seen it: Done it:

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012 The egg timer

Because time is money, use us. (JJWLPHUVKDYHGRQHZHOOIRUWKHPVHOYHVLQ RQHSODFHRQO\7KDWÕVULJKWWKHZLFNHGZLWFKÕV FDVWOHLQWKH:L]DUGRI2]7UDGLWLRQDOHJJ WLPHUVDUHSUDFWLFDOO\UHGXQGDQWLQWKHNLWFKHQV IRUZKLFKWKH\ÕUHGHVLJQHGZKDWFKDQFHGR WKH\KDYHLQEXVLQHVVEUDQGFRPPXQLFDWLRQV"

Seen it: Done it:

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013 The chain

We’ll strengthen your supply chain.

$YHU\VWURQJFRQWHQGHUIRUWKHZHDNHVWOLQN &DQZHSOHDVHVD\JRRGE\H"

Seen it: Done it:

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014 The departure board

We’re with you wherever you go. :KDW\RXÕUHIROORZLQJPH"

Seen it: Done it:

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015 The crossword

We’re the solution to your problem.

&DQ\RXLPDJLQHKRZXWWHUO\PXQGDQHWKH MRERIJHQHUDWLQJFURVVZRUGVLV"

7KHSHRSOHZKRGRWKDWSUREDEO\VSHQG WKHLUGD\GUHDPLQJRIDMRELQWKHDGYHUWLVLQJ LQGXVWU\IUHHWRJHQHUDWHLGHDVIURPDQLQãQLWH QXPEHURISRVVLELOLWLHV$QGWKHQWKH\VHHWKLV

Seen it: Done it:

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016 The acorn

Imagine the potential. 2IZRUNLQJZLWKDEUDQGWKDWDSSHDUVWREH WDUJHWLQJVPDOOURGHQWV7KHXVHRIWKLVFOLFK¨ FRXOGEULQJDPLJKW\RDNWRJURDQ

Seen it: Done it:

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017 The megaphone

We’ve got something worth shouting about.

1R

Seen it: Done it:

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018 The ancient monument

We’re as reliable and noble as this.

+DYH\RXHYHUKHDUGWKHSKUDVHÔERUURZHG LQWHUHVWÕLQWKHFUHDWLYHLQGXVWULHV",WÕVZKHQ\RX FDQÕWWKLQNRIZKDWÕVLQWHUHVWLQJDERXWWKHEUDQG \RXÕUHZRUNLQJRQDQGGHFLGHWRVKRZVRPHWKLQJ XQUHODWHGWKDWÕVLQWHUHVWLQJKRSLQJLWUXEVRII

7U\WRDYRLGERUURZLQJLQWHUHVWIRUEUDQGV 7KH\ÕOORQO\KDYHWRSD\LWEDFNZLWKLQWHUHVW

Seen it: Done it:

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019 The maze

We’ll lead you through life’s complexities.

:HÕUHQRWODERUDWRU\PLFHDUHZH",IZHZHUHLW ZRXOGEHLQWHUHVWLQJWRFRQGXFWDQH[SHULPHQW RQKRZTXLFNO\ZHUHDFKHGWKLVFOLFK¨IURPD EULHIWRSURGXFHDYLVXDOLGHDWKDWGHPRQVWUDWHV VROXWLRQVWRFRPSOH[SUREOHPV6HFRQGV SUREDEO\7U\LWQRZRQDQXQVXVSHFWLQJ FROOHDJXHLI\RXÕUHWKHãHQGLVKW\SH

Seen it: Done it:

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020 The director’s chair

You’re in charge when you hire us.

,IWKHDXGLHQFHZDQWVWRSD\WRIHHOVSHFLDOWKH EUDQGVXVLQJWKLVKDYHMXVWIDLOHGEHFDXVHLWÕVD WDWW\ROGFOLFK¨0RUHOLNHO\WKHDXGLHQFHZDQWV WRSD\IRUWKHEUDQGWREHVSHFLDODQGQRWWR KDYHWRVLWWKHUHWHOOLQJLWZKDWWRGR$QRWKHU JRRGUHDVRQWRHGLWQRUHVKRRWWKLVSLFWXUH

Seen it: Done it:

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021 The dancers

Harmony.

0D\,KDYHWKLVFOLFK¨"7DNHLWDZD\

Seen it: Done it:

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022 The compass

We’ll point you in the right direction.

/HWÕVWDONDERXWFUHDWLYHGLUHFWLRQ%UDQGVWKDW KDELWXDOO\XVHFOLFK¨VWREXLOGUHODWLRQVKLSVDUH FOHDUO\ODFNLQJLW$JHQF\FUHDWLYHGLUHFWRUVDUH DQREYLRXVSODFHWRVWDUWSRLQWLQJWKHãQJHU %XWDZLOOLQJQHVVWRSXVKWKLQJVIRUZDUGKDV WRFRPHIURPHYHU\RQHPDUNHWLQJGLUHFWRUV DFFRXQWKDQGOHUVVDOHVSHRSOH/HWKHZKR KDVQRWFOLFK¨GFDVWWKHãUVWVWRQH

Seen it: Done it:

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023 The key

The key to your success. .H\PHVVDJHV.H\SHUVRQQHO.H\WRWKHIXWXUH 2XUODQJXDJHLVOLWWHUHGZLWKNH\FOLFK¨V$QG WKHQZHJHWEOXGJHRQHGZLWKWKHYLVXDOYHUVLRQ IURPEUDQGVWKDWVKRXOGNQRZEHWWHU:HÕUH DOONH\HGRXW&KDQJHWKHSLFWXUHRUZHÕUH FKDQJLQJWKHORFNV

Seen it: Done it:

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024 The hurdle

We help you overcome the obstacles.

9HU\JRRG:HZRXOGKDYHDOVRDFFHSWHGÔWKH PD]HÕDVDQRWKHUVSLULWOHVVZD\WRPDNHWKLV SRLQW:KHQ\RXSUHVHQWWKLVFOLFK¨ZKDWLW DFWXDOO\VD\VLV×ZHVHWRXWWRãQGDFRPSHOOLQJ LQIRUPDWLYHLGHDEXWWKHQVWXPEOHGRYHUWKLV DQGWKRXJKWWKDWÕOOGRØ

Seen it: Done it:

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025 The building blocks

This will be child’s play. ,VWKDWZKRFDPHXSZLWKWKLV"$WZR\HDUROG" 2.VRUU\7KDWÕVRYHUWKHWRS%XWLWÕVKDUGQRW WREHF\QLFDODERXWWRGGOHUWR\VEHLQJXVHGWR FRPPXQLFDWHJURZQXSEXVLQHVVSURSRVLWLRQV /HWÕVMXVWSXWLWDZD\ZLWKWKHMLJVDZDQGPRYHRQ

Seen it: Done it:

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026 The goal

Great success.

$VFUHDPHU

Seen it: Done it:

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027 The

running business man Fitter for business. 7KHãUVWWLPHWKHOLJKWEXOEZDVXVHGWRH[SUHVV ÔDQLGHDÕLWZDVEULOOLDQW7KDWÕVZK\LWEHFDPHD FOLFK¨%XWWKLVEXVLQHVVVSRUW)UDQNHQVWHLQLDQ FRPERZDVEDGIURPELUWK,WÕVVRXQDSSHDOLQJWKDW LWUHDOO\LVDPDUYHOKRZLWFDPHWREHVRRYHUXVHG %XWKHUHLWLVLQDOOLWVXQZKROHVRPHFOLFK¨G JORU\ÒOLJKWWKHWRUFKHVIHWFKWKHSLWFKIRUNV

Seen it: Done it:

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028 The dial

Something extra. 2IWHQVHHQZDQGHULQJWKHDXWRPRWLYHVHFWRU EHFDXVHWKDWPDUNHWREYLRXVO\QHHGVUHPLQGLQJ LWÕVLQWKHEXVLQHVVRIPRWRUYHKLFOHV ,WÕVWKH MRERI%%DJHQFLHVWRDGGVRPHWKLQJH[WUDWR FRPPXQLFDWLRQV'RQÕWDFFHSWWKHGLDODVSURRI RIWKLV

Seen it: Done it:

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029 The swimmer

We’ll go the distance.

)ORXQGHULQJHYHQDWWKHVKDOORZHQGRI %%FRPPXQLFDWLRQV

Seen it: Done it:

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030 The rainbow

You’ll find what you’re looking for here.

,IHHODVRQJFRPLQJRQ

8SDERYHWKHVWUHHWVDQGWKHKRXVHVUDLQERZ FOLPELQJKLJKHYHU\RQHFDQVHHLWÕVFOLFK¨G RKZK\RKZK\GRZHNHHSXVLQJWKLVFOLFK¨" 'UXPVHWF

Seen it: Done it:

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031 The piggy bank

We’ll save you money. %XWQRWIURPWKLVFOLFK¨"'RDVWKHSLFWXUH VXJJHVWVZKHQWKHSLJSRSVLQWR\RXUKHDG ,WÕVKDUGHYHU\RQHORYHVDSLJJ\EDQNEXWZHÕUH ZRUNLQJIRUWKHJUHDWHUJRRGRILQWHOOLJHQW QRQSDWURQLVLQJEXVLQHVVFRPPXQLFDWLRQV KHUH6RUU\EXWWKHSLJKDVWRJR

Seen it: Done it:

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032 The aspirin

We’ll take away the pain.

2XFK

Seen it: Done it:

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033 The roulette wheel

Why gamble, when you’ll win with us every time?

*DPEOLQJLVIRUGHVSHUDWHSHRSOHDVLVWKH XVHRIWKLVFOLFK¨,I\RXãQG\RXUVHOIDIIHFWHG E\DQ\RIWKHWKHPHVRULPDJHVLQWKLVERRN \RXFDQFDOOIRUDGYLFHDQRQ\PRXVO\

(PDLOXVQRZDW clichekillers@steinias.com  RUYLVLW www.clichekillers.com

Seen it: Done it:

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034 The dandelion clock

We’ll help your business spread out.

:LWKDGDQGHOLRQFORFN",WÕVDOZD\VEHHQDELW DLU\IDLU\WKLVSDUWLFXODUFOLFK¨3HRSOHXVHLWWR UHSUHVHQWKRSHWLPHWKDWVRUWRIWKLQJ1RWVXUH LWPDQDJHVDQ\RILWFRQYLQFLQJO\6RLWÕVQRW HYHQDYHU\XVHIXOFOLFK¨%ORZLWDZD\

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035 The four seasons

As dependable as…

$JRRGROÕFOLFK¨

Seen it: Done it:

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036 The fingerprint

You’re an original.

7KHLURQ\LVVWURQJZLWKWKLVRQH

Seen it: Done it:

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037 The fishing hook

We’ll help you catch more customers.

,ISHUVRQLãHGWKLVLGHDZRXOGVSLWFKHZLQJWREDFFR IURPEHKLQGWKHZKHHORIDKHDYLO\DUPRXUHG [DQGJURZO×VKRZPHWKHPRQH\DQG,ÕOO VKRZ\RXWKHERGLHVØ$YHU\PHUFHQDU\FOLFK¨

Seen it: Done it:

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038 The cheetah

Fast and agile. *HWWLQJWRWKLVFOLFK¨LVGHãQLWHO\IDVW,WÕVZRUG DVVRFLDWLRQWLPH\RXVD\IDVWÒ,VD\FKHHWDK 7KHODFNRIPHQWDODJLOLW\UHTXLUHGLVTXLFN WRVSRW

Seen it: Done it:

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039 The square peg

We’ll take away your frustrations. 1RWE\XVLQJDQRWKHUFKLOGÕVWR\WRPDNHD VHULRXVEXVLQHVVFDVH\RXZRQÕW%DFNLQWKH ER[ZLWKWKHEORFNVDQGWKHMLJVDZ

Seen it: Done it:

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040 The owl

We have wisdom in the area you need it.

,QWKHDUHDRIHQJDJLQJRULJLQDOFUHDWLYHLGHDVIRU EXVLQHVVEUDQGV"7KHZLVHROGRZOVD\VRWKHUZLVH

Seen it: Done it:

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041 The chequered flag

Be a winner.

:LQQHUVGRQÕWXVHFOLFK¨V7KDWÕVEHFDXVHOHDGLQJ EXVLQHVVEUDQGVZRUNKDUGWRSURWHFWWKHLU SRLQWRIGLIIHUHQFHDQGVWD\LQWRXFKZLWKWKHLU PDUNHWV7KHEHWWHU\RXXQGHUVWDQG\RXUVHOIDQG \RXUDXGLHQFHWKHOHVVOLNHO\\RXDUHWRQHHGD ZHDNJHQHULFPHVVDJHOLNHWKLVRQH

Seen it: Done it:

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042 The old book

We wrote the book on…

$QDXWKRULW\RQDQ\VXEMHFWVKRXOGKDYH VRPHWKLQJPRUHLQWHUHVWLQJWRVD\WKDQÔZHÕUHWKH DXWKRULW\Õ'HPRQVWUDWHWKHIDFWZLWKVROXWLRQVWR FXUUHQWSUREOHPVFUHDWHGE\WKHLVVXHVRIWKHGD\

Seen it: Done it:

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043 The loaded dice

You can’t lose with us.

7KH\ÕOOEHUROOLQJLQWKHDLVOHV

Seen it: Done it:

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044 The snow boarder

Extreme performance. $VLGHIURPWKHIDFWWKDWWKLVLVDFOLFK¨ZK\ ZRXOG\RXZDQWWKLVVSRUWDVVRFLDWHGZLWK\RXU EXVLQHVV"6QRZERDUGLQJLVIRUSHRSOHZKR HQMR\WDNLQJULVNV'RHVWKDWVRXQGOLNHWKHYDVW PDMRULW\RIEXVLQHVVEUDQGFXVWRPHUV"1RWWKH RQHVSURãOHGRQRXUGDWDEDVHGXGH

Seen it: Done it:

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045 The tin-can phone

Let’s communicate.

+HOOR"+HOOR"7KLVWKLQJGRHVQÕWZRUN

Seen it: Done it:

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046 The ball and chain

Release yourself. ,ÕPVWXFNIRUDQLGHDKHUH,NQRZ,ÕOOXVHWKH EDOODQGFKDLQ$VXUHãUHZD\WRKROGDQ\ EXVLQHVVEUDQGEDFN

Seen it: Done it:

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047 The chess piece

Enjoy a strategic advantage.

Seen it: Done it:

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048 The butterfly

We’ve changed for the better. 6KRUWOLYHGDWWHQWLRQVSDQVDUHDSKHQRPHQRQ RIWKHPRGHUQPDUNHWLQJHUD7KHUHÕVQRHDV\ DQVZHUWRWKLV%XWLIEUDQGVZDQWWREXLOG ODVWLQJUHODWLRQVKLSVDJRRGSODFHWRVWDUWLVWR VWRSWDONLQJDERXWWKHPVHOYHVDQGVWDUWWDONLQJ DERXWWKHLUFXVWRPHUV

Seen it: Done it:

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049 The wedding rings

Let’s build a meaningful relationship.

2.7KDWÕVDWOHDVWWKHULJKWVHQWLPHQW -XVWLQDWLUHGDQGPHDQLQJOHVVIRUP

Seen it: Done it:

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050 The spanner

We’re hands-on.

:KDWVRXQGGRHVDVSDQQHUPDNHZKHQ \RXGURSLW"

Seen it: Done it:

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051 The barcode

You’re an individual.

%OHHSEOHHS+RZZRXOG\RXOLNH\RXUEUDQG WRSD\IRUWKLVODFNRIYLVLRQ"

Seen it: Done it:

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052 The idiom

It’s like… ,GLRPVOLNHWKLVEHFDPHFOLFK¨VEHIRUHEUDQGLQJ ZDVLQYHQWHG8VLQJDQLGLRPWRWDNHDEUDQG IRUZDUGLVOLNHXVLQJDSHQQ\IDUWKLQJWRZLQ WKH7RXUGH)UDQFH

Seen it: Done it:

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053 The medical instrument

We’re sensitive to the way you work.

%RRPERRP

Seen it: Done it:

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054 The hive

Industriousness (busy on your behalf).

&HUWDLQWKLQJVDUHÔDJLYHQÕZKHQ\RXHPSOR\ SHRSOHRQ\RXUEHKDOI7KDWWKH\ZLOOJHWEXV\ GRLQJZKDW\RXSD\WKHPWRGRLVRQHRIWKRVH WKLQJV7KHKLYHKDVVWLOOKDGHQRXJKDLUWLPHWR EHFRPHDFOLFK¨WKRXJKÒXQEHOLHYDEOH

Seen it: Done it:

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055 The Post-it note

Closer to your business. :HÕUHVRFORVHWR\RXZHFDQOHDYH3RVWLWQRWHV RQ\RXUGHVN:KDW\RXÕYHEHHQDWP\GHVN ZKHQ,ZDVQÕWORRNLQJ"&UHHS\FOLFK¨

Seen it: Done it:

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056 The ecstatic professional

You’ll want to jump for joy. &DQ\RXWKLQNRIDQ\%%SURGXFWRUVHUYLFH WKDWZRXOGHOLFLWWKLVUHDFWLRQLQDQ\VDQH SHUVRQ"$OHJDOO\PDUNHWDEOHRQHWKDWLV :KHUH%%EUDQGVDUHFRQFHUQHGOHWÕVWU\ DQGNHHSRXUIHHWRQWKHJURXQG

Seen it: Done it:

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057 The glasses

Giving you focus. ,WPD\EHWKDW\RXKDYHQRWVHHQRQHRIWKH PDQ\YDULDWLRQVRQWKLVSDUWLFXODUWKHPH%XW XQOHVV\RXÕYHJRWWKHPDJLFSRZHUQHHGHGWR URVLO\WLQWDYHU\WLUHGLGHD\RXUIRFXVVKRXOG SUREDEO\UHPDLQHOVHZKHUH

Seen it: Done it:

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058 The rabbit in the hat

We can achieve the unbelievable. 7KHVXFFHVVRIPDJLFWULFNVGHSHQGVRQ VXEWHUIXJHDQGGHFHSWLRQ,I\RXDOLJQ\RXU EXVLQHVVEUDQGZLWKWKRVHGDUNDUWVWKHQ SRWHQWLDOFXVWRPHUVPLJKWMXVWGLVDSSHDU LQDSXIIRIVPRNH

Seen it: Done it:

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059 The mountain climber

We’ll take you to the top. 7KHPRXQWDLQLVOLWWHUHGZLWKWKHUHPQDQWV RIIDLOHGFRPPXQLFDWLRQDWWHPSWV6WDUYHG RILPDJLQDWLRQWKH\UHPDLQFOLFK¨VIRUHYHU IUR]HQLQWLPH

Seen it: Done it:

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060 The squirrel

A prudent choice. $IWHUDORQJFROGZLQWHU\RXFDQJXDUDQWHH WKLVFOLFK¨ZLOOVWLOOEHYHU\YHU\HDV\WRãQG

Seen it: Done it:

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061 The sales chart

We’ll help your figures go through the roof.

2QHRIWKHROGHVWFOLFK¨VLQWKHERRN(YHU\ EXVLQHVVZRXOGVQDSXSDSURGXFWWKDWRIIHUVD PDJLFDONH\WRLQFUHDVHGUHYHQXHDQGOLPLWOHVV VXFFHVV%XWPRVWEXVLQHVVSHRSOHDUHVPDUW HQRXJKWRNQRZLWDLQÕWWKDWVLPSOH

Seen it: Done it:

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062 The red carpet

Special treatment.

$Q\VHOIUHVSHFWLQJEXVLQHVVEUDQGZRXOGQÕWEH VHHQGHDGRQWKDWWKLQJ5ROOXSUROOXS

Seen it: Done it:

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063 The firework

Cause for celebration.

Seen it: Done it:

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064 The eagle

Touch the sky. 0\SULPDU\VFKRROWHDFKHUXVHGWRVD\WKLV ZKHQZHZHUHGRLQJVWUHWFKZDUPXSV 2QHVHYHQ\HDUROGVKRFNHGKHUZKHQ KDQGVRQKLSVKHVDLG×2KGRQÕWEHVRVLOO\Ø ,QDOOIDLUQHVV,WKLQNKHKDGDSRLQW

Seen it: Done it:

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065 The condom

Protection and security.

&RPHDQGVLWGRZQWKHUHÕVVRPHWKLQJZHQHHG WRWDONDERXW:KHQWZRÛKPPPWKLVLVQÕW HDV\7KHUHDUHFHUWDLQWKLQJVWKDWJURZQXS EXVLQHVVHVGRZLWKHDFKRWKHUZKHQWKH\DUH EXLOGLQJDUHODWLRQVKLS+DYLQJVH[LVQÕWRQHRI WKHP6WRSXVLQJFRQGRPV IRUEUDQGEXLOGLQJ 

Seen it: Done it:

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066 The unlocked door

Open up new possibilities. ,I\RXIHHOWKHQHHGWRHVFDSHIURPDQ\RIWKH FOLFK¨VLQWKLVERRNRXUGRRULVDOZD\VRSHQ

(PDLOXVQRZDW clichekillers@steinias.com  RUYLVLW www.clichekillers.com

Seen it: Done it:

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067 The tropical paradise

More time to relax. 7KHFUHDWLYHSURFHVVGRHVQHHGWLPH%XWLI\RX ZLVHO\DIIRUGWKDWWLPHWRDQDJHQF\DQGWKH\ FRPHEDFNZLWKWKLVÛ

Seen it: Done it:

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068 The employee

Everything’s rosy, come and join us.

6RPHFRPSDQLHVDUHJHQXLQHO\IXQSODFHV WRZRUN%XWYHU\IHZHPSOR\HHVVSHQGDOO GD\JULQQLQJOLNHWKHSURYHUELDOIHOLQHIURP &KHVKLUH,QIDFWWKHUHÕVPRUH&KHVKLUH FKHHVHWKDQDQ\WKLQJHOVHLQWKLVRQH

Seen it: Done it:

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069 The thumbs up

You’ll approve of this! $OWKRXJKLIWKLVFOLFK¨ZHUHLQDJODGLDWRULDO DUHQDLWVIDWHDWWKHPHUF\RIGLVFHUQLQJ 5RPDQQREOHPHQZKDWGR\RXWKLQNWKH RXWFRPHZRXOGEH"

Seen it: Done it:

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070 The cellar

Improving with age.

2QFHDJRRGLGHDQRZLWÕVSDVWLWVEHVW

Seen it: Done it:

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071 The Champagne

You’ll be celebrating. 7KHRQO\UHDOFDXVHIRUFHOHEUDWLRQKHUHZRXOG EHWKHãQDOGHPLVHRIGDWHGFRPPXQLFDWLRQ OLNHWKLV*HW\RXUVHOIDQRULJLQDOLGHDDQGWKHQ FUDFNRSHQWKH&KDPSDJQH

Seen it: Done it:

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072 The Origin of Species

Business is evolving. ,WGRHVQÕWWDNHDQDGYDQFHGEHLQJWRVSRWWKH LURQ\KHUH,I\RXZDQW\RXUEUDQGWRVKRXW ×SURJUHVVØDQG×GHYHORSPHQWØWKLVOLWWOHQXPEHU LVDZKROO\XQQDWXUDOVHOHFWLRQ

Seen it: Done it:

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073 The Swiss Army knife

We’re multi-skilled. 3XEOLFVDIHW\DQQRXQFHPHQWSOD\LQJZLWK NQLYHVLVGDQJHURXVHVSHFLDOO\ZKHQWKH\ÕUH WKLVFOLFK¨G7KHQDJDLQLI\RXKDSSHQWRKDYH DUHDO6ZLVV$UP\NQLIHWRKDQG\RXFRXOGXVH WKHOLWWOHVFLVVRUVWRFXWWKLVSDJHRXWDQGKROG LWXSDVDQH[DPSOHRIKRZQRWWRVD\×ZHÕUH PXOWLVNLOOHGØ

Seen it: Done it:

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074 The individual

We’re different.

Seen it: Done it:

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075 The iceberg

Hidden depths.

×&OLFK¨ULJKWDKHDGØ ×+DUGWRVWDUERDUGHQJLQHVIXOODVWHUQØ

7DNHHYDVLYHDFWLRQIURPLFHEHUJVWU\VWHHULQJ \RXUEUDQGWRZDUGVFOHDURULJLQDOWKLQNLQJ IURPDQDJHQF\WKDWNQRZVZKDWÕVLPSRUWDQW

Seen it: Done it:

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076 The eye

Vision. $OOWKRVHZKRJD]HLQWRLWVPHVPHULFGHSWKV VHHPSRZHUOHVVWRUHVLVWWKHFOLFK¨GFKDUPV RIWKHGUHDGHGH\H,WÕVMXVWDSLFWXUHJX\V OHWÕVH[HUFLVHDOLWWOHPRUHVHOIFRQWURO

Seen it: Done it:

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077 The sunrise

A new beginning. :K\GRHVWKLVEXUQWRXWROGFOLFK¨DOZD\V VHHPWRHFOLSVHRULJLQDOLW\DQGFUHDWLYLW\"

Seen it: Done it:

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078 The signpost

Confused? We’ll point you in the right direction.

,VLWZLVHWDNLQJSRLQWHUVIURPDEXVLQHVVZKRVH FUHDWLYHGLUHFWLRQIROORZVDZHOOZRUQSDWK" 7KURZDZD\WKHPDSDQGH[SORUHDOLWWOH

Seen it: Done it:

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079 The magnifying glass

Let us focus on your problems. &KDQFHVDUH\RXUDXGLHQFHGRHVQÕWZDQW\RX WRPDNHWKHLUSUREOHPVDSSHDUELJJHU$QGLI \RXÕUHGHSHQGLQJRQDZRUQRXWFOLFK¨OLNHWKLV WREXLOG\RXUEUDQG\RXÕUHOLNHO\WRVHH\RXU FXVWRPHUEDVHVKULQNEHIRUH\RXUYHU\H\HV

Seen it: Done it:

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080 The equation

The winning formula.

:HÕYHGRQHWKLVRQHIRU\RX

Seen it: Done it:

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081 The handcuffs

Freedom. :HÕUHDUUHVWLQJ\RXRQVXVSLFLRQRIVXSSO\LQJ &ODVV$FOLFK¨V5HPHPEHUHYHU\WKLQJ\RXVD\ FDQDQGZLOOEHKHOGDJDLQVW\RXLQWKHZRUOG RI%%FRPPXQLFDWLRQV

Seen it: Done it:

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082 The telephone

Let’s talk. 7KLVQXLVDQFHFOLFK¨NHHSVULQJLQJLQWKHYDLQ KRSHVRPHRQHZLOODQVZHU,WÕVWLPHWRãQG DQHZZD\WRLQWHUDFWZLWK\RXUDXGLHQFH 7UXVWXVZHNQRZ%%FRPPXQLFDWLRQV

Seen it: Done it:

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083 The fruit

Fresh thinking. (YHQWKHJUHDWHVWPDUNHWLQJLGHDVKDYHDVKHOI OLIH7KHIUXLWSHULVKHGDORQJWLPHDJR,WÕVWLPH WRJRVKRSSLQJIRUDIUHVKLGHD

Seen it: Done it:

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084 The alarm clock

Wake up to the benefits.

=]]]]]]]]]]

Seen it: Done it:

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085 The keyboard

At your fingertips.

7U\KLWWLQJGHOHWH,IWKDWGRHVQÕWZRUNHVFDSH

Seen it: Done it:

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086 The pearl

Hidden beauty. ,IVRPHRQHFDQUHYHDOZKDWÕVUDUHSUHFLRXVDQG DWWUDFWLYHDERXWWKLVLGHD DQGZHXVHWKHWHUP ÔLGHDÕORRVHO\ SOHDVHVWHSIRUZDUG:HÕYHEHHQ VHDUFKLQJIRUDORQJWLPHDQGWRXVLWVWLOOORRNV OLNHDJHPRIDFOLFK¨

Seen it: Done it:

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087 The doors to infinity

The possibilities are endless.

$QLQãQLWHQXPEHURISHRSOHZLWKDQLQãQLWH DPRXQWRIWLPHZRXOGVWLOOIDLOWRãQGWKH LPDJLQDWLRQLQWKLVLGHD

Seen it: Done it:

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088 The sky

Blue-sky thinking.

,VLWRULJLQDO"1R,VLWG\QDPLF" 1R,WÕVVXSHULURQLF

Seen it: Done it:

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089 The board game

Avoid the pitfalls.

Seen it: Done it:

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090 The tattoo

We’re cool. %%EUDQGVDQGÔFRROÕGRQÕWVLWYHU\FRPIRUWDEO\ $QGLI\RXGRFRPHDFURVVDFRRO%%EUDQGLW ZRQÕWEHYLDDFOLFK¨

Seen it: Done it:

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091 The dynamic team

We work together.

7KDWÕVJUHDW%XWWKHIUXLWVRIDOOWKLVODERXU GRQÕWVWDQGXSWRVFUXWLQ\

Seen it: Done it:

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092 The Earth

We’re global. *OREDOLVDWLRQXVHGWREHDQLVVXHIRUEXVLQHVVHV LWZDVWXUQHGWRDEHQHãWE\VXSSOLHUVDQG QRZÒWHQRUWZHQW\\HDUVODWHUÒLWÕVDSUHUHTXLVLWH $Q\EUDQGXVLQJWKHHDUWKWRWHOO\RXLWÕVJOREDO OLYHVRQDQRWKHUSODQHW

Seen it: Done it:

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093 The Russian doll

There’s more to us than you think. $EXVLQHVVEUDQGRIVXEVWDQFHGRHVQÕW QHHGWRKHDGIRUWKHWR\FXSERDUGÛ $UHZHUHSHDWLQJRXUVHOYHV"

Seen it: Done it:

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094 The rainforest

We care. ,IDFOLFK¨GSDJHIDOOVLQDPDJD]LQHIRUHVW ZLWKQRRQHWKHUHWRVHHLWZRXOGLWVWLOOPDNH QRLPSDFW"

Seen it: Done it:

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095 The scales

The balance is right. $UH\RXGRLQJ\RXUEUDQGSURSRVLWLRQMXVWLFH ZLWK%%FRPPXQLFDWLRQVWKDWUHO\RQMDGHG ROGFOLFK¨V",WÕVWLPHWRZLHOGWKHVZRUGRI UHDVRQDQGFXWWKHVFDOHVORRVH

Seen it: Done it:

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096 The contrast

Solutions for everyone.

7KHIDFWWKDWWKLVFOLFK¨UHOLHVRQVWHUHRW\SHV WRZRUNVD\VLWDOO

Seen it: Done it:

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097 The magnet

An attractive offer.

&OLFK¨

Seen it: Done it:

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098 The egg

Protect your investment.

Seen it: Done it:

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099 The

dictionary definition

Definitive in our category.

/RRNLWXS

Seen it: Done it:

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100 The padlock

You’re secure with us.

$QGWKURZDZD\WKHNH\

Seen it: Done it:

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101 The cliché within a cliché

This has to stop. 5LJKWQRZ,I\RXÕUHZLOOLQJWRUDOO\WRWKH DQWLFOLFK¨FDXVHDQGZDQWFRPPXQLFDWLRQV ZLWKUHOHYDQFHWKDWKHOSEXVLQHVVEUDQGV FUHDWHGLDORJXHWDONWR6WHLQ,$6

(PDLOXVQRZDW clichekillers@steinias.com  RUYLVLW www.clichekillers.com

Seen it: Done it:

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&OLFK¨



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The egg timer

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Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it:

The chain

                          

The departure board

The crossword

The acorn

The megaphone

The ancient monument

The maze

The director’s chair

Index

The dancers The compass

The key

The hurdle

The building blocks

The goal

The running business man

The dial

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The swimmer The rainbow The piggy bank

 

The light bulb

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Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it:

The tape measure The crystal ball The stopwatch

The aspirin

        

The roulette wheel The dandelion clock

The baton

The four seasons

The handshake The open road

The fingerprint

The fishing hook

The target

The cheetah

The cogs

The square peg

The jigsaw The sex sell

The owl



The chequered flag

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&OLFK¨



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The old book

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Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it:

The Origin of Species The Swiss Army knife

Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it: Seen it:

Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it: Done it:

The loaded dice

                          

                         

The snow boarder The tin-can phone The ball and chain

The individual

The iceberg

The eye

The chess piece

The sunrise The signpost

The butterfly

The wedding rings

The magnifying glass

The spanner The barcode

The equation The handcuffs The telephone

The idiom

The medical instrument

The fruit

The hive

The alarm clock

The Post-it note

The keyboard

The ecstatic professional

The pearl

The glasses

The doors to infinity

The rabbit in the hat

The sky

The mountain climber

The board game

The squirrel

The tattoo

The sales chart The red carpet

The dynamic team

The Earth

The firework

The Russian doll

The eagle

The rainforest

The condom

The scales

The unlocked door The tropical paradise

The contrast The magnet

The employee The thumbs up

The egg

The dictionary definition

 

The cellar

The padlock



The Champagne

The cliché within a cliché

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Have we forgotten anything?

The B2B Cliché is an all too common enemy. If only they were limited to 101. Maybe we’ll continue the fight with ‘Another 101 Clichés’. Join us as we continue the fight in cliché killing domination, if you have a particular nemesis that you didn’t find here, notify us with #clichekillers on Instagram. There’s a bottle of cliché No. 071 for the worst offender.

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STEIN

IAS

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