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.
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Seen it: Done it:
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004 The stopwatch
When time is of the essence.
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Seen it: Done it:
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005 The baton
Let’s work together as a team.
Seen it: Done it: | 19 18 | 006 The handshake Partnership. $VWURQJFRQWHQGHUIRUWKHXQKRO\PRWKHURI DOO%%FOLFK¨V,WKDVDãUPJULSRQZHEVLWHV FRUSRUDWHEURFKXUHV'0DQGLWGRHVQRW ZDQWWROHWJR3OHDVHSOHDVHOHWJR Seen it: Done it: | 21 20 | 007 The open road The possibilities are endless. 7KH\DUHLQGHHG%XWZK\LIWKDWÕVWKHFDVH DUHSHRSOHVWLOOXVLQJZHOOWURGGHQLGHDVOLNH WKLV",IZHZDQWWRWDNHEUDQGVWRQHZSODFHV OHWÕVWU\VRPHURDGVOHVVWUDYHOOHG Seen it: Done it: | 23 22 | 008 The target We’ll give you the best possible results. 'RQÕWSRLQWWKDWWKLQJRYHUKHUH,I\RX ZDQWWRPDNHXVHRIVRPHWKLQJVKDUSLQ \RXUFRPPXQLFDWLRQVVWDUWZLWKSHQV SHQFLOVDQGDNHHQFUHDWLYHPLQG Seen it: Done it: | 25 24 | 009 The cogs We’ll integrate with you, like a machine. *UHDWLI\RXÕUHDURERW×7KLVEUDQGKDVXWLOLVHG FOLFK¨QXPEHU P\PHPRU\EDQNGLFWDWHV WKDW,UHVSRQGZLWKIHHOLQJVRIWUXVWDQG UHDVVXUDQFH:K\DUHP\KXPDQFROOHDJXHV GLVSOD\LQJVLJQVRIIDWLJXH"Ø Seen it: Done it: | 27 26 | 010 The jigsaw We complete you. :KHQZDVWKHODVWWLPHDQ\RQHGLGDMLJVDZDW ZRUN"6RPHRQHÕVZRUNSODFHLVZKHUHZHÕUH VHQGLQJWKLVPHVVDJHZKHQZHUHDFKIRUWKLV FOLFK¨6RXQOHVVWKHDXGLHQFHLVLQWKHEXVLQHVV RIMLJVDZVOHWÕVMXVWVKHOYHLWDQGFRPSOHWH VRPHWKLQJPRUHUHOHYDQW Seen it: Done it: | 29 28 | 011 The sex sell What we have to offer is really attractive. 2ULVLWWKDWZKDWÕVRQRIIHUKDVVRIHZDWWUDFWLYH IHDWXUHVWKDWZHÕOOWU\DQGLQJUDWLDWHRXUEUDQG LQWR\RXUFRPPXQLW\ZLWKDIUHHFKHDSWKULOO 1RZWKDWÕVSURJUHVV Seen it: Done it: | 31 30 | 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: | 33 32 | 013 The chain We’ll strengthen your supply chain. $YHU\VWURQJFRQWHQGHUIRUWKHZHDNHVWOLQN &DQZHSOHDVHVD\JRRGE\H" Seen it: Done it: | 35 34 | 014 The departure board We’re with you wherever you go. :KDW\RXÕUHIROORZLQJPH" Seen it: Done it: | 37 36 | 015 The crossword We’re the solution to your problem. &DQ\RXLPDJLQHKRZXWWHUO\PXQGDQHWKH MRERIJHQHUDWLQJFURVVZRUGVLV" 7KHSHRSOHZKRGRWKDWSUREDEO\VSHQG WKHLUGD\GUHDPLQJRIDMRELQWKHDGYHUWLVLQJ LQGXVWU\IUHHWRJHQHUDWHLGHDVIURPDQLQãQLWH QXPEHURISRVVLELOLWLHV$QGWKHQWKH\VHHWKLV Seen it: Done it: | 39 38 | 016 The acorn Imagine the potential. 2IZRUNLQJZLWKDEUDQGWKDWDSSHDUVWREH WDUJHWLQJVPDOOURGHQWV7KHXVHRIWKLVFOLFK¨ FRXOGEULQJDPLJKW\RDNWRJURDQ Seen it: Done it: | 41 40 | 017 The megaphone We’ve got something worth shouting about. 1R Seen it: Done it: | 43 42 | 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: | 45 44 | 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: | 47 46 | 020 The director’s chair You’re in charge when you hire us. ,IWKHDXGLHQFHZDQWVWRSD\WRIHHOVSHFLDOWKH EUDQGVXVLQJWKLVKDYHMXVWIDLOHGEHFDXVHLWÕVD WDWW\ROGFOLFK¨0RUHOLNHO\WKHDXGLHQFHZDQWV WRSD\IRUWKHEUDQGWREHVSHFLDODQGQRWWR KDYHWRVLWWKHUHWHOOLQJLWZKDWWRGR$QRWKHU JRRGUHDVRQWRHGLWQRUHVKRRWWKLVSLFWXUH Seen it: Done it: | 49 48 | 021 The dancers Harmony. 0D\,KDYHWKLVFOLFK¨"7DNHLWDZD\ Seen it: Done it: | 51 50 | 022 The compass We’ll point you in the right direction. /HWÕVWDONDERXWFUHDWLYHGLUHFWLRQ%UDQGVWKDW KDELWXDOO\XVHFOLFK¨VWREXLOGUHODWLRQVKLSVDUH FOHDUO\ODFNLQJLW$JHQF\FUHDWLYHGLUHFWRUVDUH DQREYLRXVSODFHWRVWDUWSRLQWLQJWKHãQJHU %XWDZLOOLQJQHVVWRSXVKWKLQJVIRUZDUGKDV WRFRPHIURPHYHU\RQH PDUNHWLQJGLUHFWRUV DFFRXQWKDQGOHUVVDOHVSHRSOH/HWKHZKR KDVQRWFOLFK¨GFDVWWKHãUVWVWRQH Seen it: Done it: | 53 52 | 023 The key The key to your success. .H\PHVVDJHV.H\SHUVRQQHO.H\WRWKHIXWXUH 2XUODQJXDJHLVOLWWHUHGZLWKNH\FOLFK¨V$QG WKHQZHJHWEOXGJHRQHGZLWKWKHYLVXDOYHUVLRQ IURPEUDQGVWKDWVKRXOGNQRZEHWWHU:HÕUH DOONH\HGRXW&KDQJHWKHSLFWXUHRUZHÕUH FKDQJLQJWKHORFNV Seen it: Done it: | 55 54 | 024 The hurdle We help you overcome the obstacles. 9HU\JRRG:HZRXOGKDYHDOVRDFFHSWHGÔWKH PD]HÕDVDQRWKHUVSLULWOHVVZD\WRPDNHWKLV SRLQW:KHQ\RXSUHVHQWWKLVFOLFK¨ZKDWLW DFWXDOO\VD\VLV×ZHVHWRXWWRãQGDFRPSHOOLQJ LQIRUPDWLYHLGHDEXWWKHQVWXPEOHGRYHUWKLV DQGWKRXJKWWKDWÕOOGRØ Seen it: Done it: | 57 56 | 025 The building blocks This will be child’s play. ,VWKDWZKRFDPHXSZLWKWKLV"$WZR\HDUROG" 2.VRUU\7KDWÕVRYHUWKHWRS%XWLWÕVKDUGQRW WREHF\QLFDODERXWWRGGOHUWR\VEHLQJXVHGWR FRPPXQLFDWHJURZQXSEXVLQHVVSURSRVLWLRQV /HWÕVMXVWSXWLWDZD\ZLWKWKHMLJVDZDQGPRYHRQ Seen it: Done it: | 59 58 | 026 The goal Great success. $VFUHDPHU Seen it: Done it: | 61 60 | 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: | 63 62 | 028 The dial Something extra. 2IWHQVHHQZDQGHULQJWKHDXWRPRWLYHVHFWRU EHFDXVHWKDWPDUNHWREYLRXVO\QHHGVUHPLQGLQJ LWÕVLQWKHEXVLQHVVRIPRWRUYHKLFOHV ,WÕVWKH MRERI%%DJHQFLHVWRDGGVRPHWKLQJH[WUDWR FRPPXQLFDWLRQV'RQÕWDFFHSWWKHGLDODVSURRI RIWKLV Seen it: Done it: | 65 64 | 029 The swimmer We’ll go the distance. )ORXQGHULQJHYHQDWWKHVKDOORZHQGRI %%FRPPXQLFDWLRQV Seen it: Done it: | 67 66 | 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: | 69 68 | 031 The piggy bank We’ll save you money. %XWQRWIURPWKLVFOLFK¨"'RDVWKHSLFWXUH VXJJHVWVZKHQWKHSLJSRSVLQWR\RXUKHDG ,WÕVKDUGHYHU\RQHORYHVDSLJJ\EDQNEXWZHÕUH ZRUNLQJIRUWKHJUHDWHUJRRGRILQWHOOLJHQW QRQSDWURQLVLQJEXVLQHVVFRPPXQLFDWLRQV KHUH6RUU\EXWWKHSLJKDVWRJR Seen it: Done it: | 71 70 | 032 The aspirin We’ll take away the pain. 2XFK Seen it: Done it: | 73 72 | 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: | 75 74 | 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\ | 77 76 | 035 The four seasons As dependable as… $JRRGROÕFOLFK¨ Seen it: Done it: | 79 78 | 036 The fingerprint You’re an original. 7KHLURQ\LVVWURQJZLWKWKLVRQH Seen it: Done it: | 81 80 | 037 The fishing hook We’ll help you catch more customers. ,ISHUVRQLãHGWKLVLGHDZRXOGVSLWFKHZLQJWREDFFR IURPEHKLQGWKHZKHHORIDKHDYLO\DUPRXUHG [DQGJURZO×VKRZPHWKHPRQH\DQG,ÕOO VKRZ\RXWKHERGLHVØ$YHU\PHUFHQDU\FOLFK¨ Seen it: Done it: | 83 82 | 038 The cheetah Fast and agile. *HWWLQJWRWKLVFOLFK¨LVGHãQLWHO\IDVW,WÕVZRUG DVVRFLDWLRQWLPH\RXVD\IDVWÒ,VD\FKHHWDK 7KHODFNRIPHQWDODJLOLW\UHTXLUHGLVTXLFN WRVSRW Seen it: Done it: | 85 84 | 039 The square peg We’ll take away your frustrations. 1RWE\XVLQJDQRWKHUFKLOGÕVWR\WRPDNHD VHULRXVEXVLQHVVFDVH\RXZRQÕW%DFNLQWKH ER[ZLWKWKHEORFNVDQGWKHMLJVDZ Seen it: Done it: | 87 86 | 040 The owl We have wisdom in the area you need it. ,QWKHDUHDRIHQJDJLQJRULJLQDOFUHDWLYHLGHDVIRU EXVLQHVVEUDQGV"7KHZLVHROGRZOVD\VRWKHUZLVH Seen it: Done it: | 89 88 | 041 The chequered flag Be a winner. :LQQHUVGRQÕWXVHFOLFK¨V7KDWÕVEHFDXVHOHDGLQJ EXVLQHVVEUDQGVZRUNKDUGWRSURWHFWWKHLU SRLQWRIGLIIHUHQFHDQGVWD\LQWRXFKZLWKWKHLU PDUNHWV7KHEHWWHU\RXXQGHUVWDQG\RXUVHOIDQG \RXUDXGLHQFHWKHOHVVOLNHO\\RXDUHWRQHHGD ZHDNJHQHULFPHVVDJHOLNHWKLVRQH Seen it: Done it: | 91 90 | 042 The old book We wrote the book on… $QDXWKRULW\RQDQ\VXEMHFWVKRXOGKDYH VRPHWKLQJPRUHLQWHUHVWLQJWRVD\WKDQÔZHÕUHWKH DXWKRULW\Õ'HPRQVWUDWHWKHIDFWZLWKVROXWLRQVWR FXUUHQWSUREOHPVFUHDWHGE\WKHLVVXHVRIWKHGD\ Seen it: Done it: | 93 92 | 043 The loaded dice You can’t lose with us. 7KH\ÕOOEHUROOLQJLQWKHDLVOHV Seen it: Done it: | 95 94 | 044 The snow boarder Extreme performance. $VLGHIURPWKHIDFWWKDWWKLVLVDFOLFK¨ZK\ ZRXOG\RXZDQWWKLVVSRUWDVVRFLDWHGZLWK\RXU EXVLQHVV"6QRZERDUGLQJLVIRUSHRSOHZKR HQMR\WDNLQJULVNV'RHVWKDWVRXQGOLNHWKHYDVW PDMRULW\RIEXVLQHVVEUDQGFXVWRPHUV"1RWWKH RQHVSURãOHGRQRXUGDWDEDVHGXGH Seen it: Done it: | 97 96 | 045 The tin-can phone Let’s communicate. +HOOR"+HOOR"7KLVWKLQJGRHVQÕWZRUN Seen it: Done it: | 99 98 | 046 The ball and chain Release yourself. ,ÕPVWXFNIRUDQLGHDKHUH,NQRZ,ÕOOXVHWKH EDOODQGFKDLQ$VXUHãUHZD\WRKROGDQ\ EXVLQHVVEUDQGEDFN Seen it: Done it: | 101 100 | 047 The chess piece Enjoy a strategic advantage. Seen it: Done it: | 103 102 | 048 The butterfly We’ve changed for the better. 6KRUWOLYHGDWWHQWLRQVSDQVDUHDSKHQRPHQRQ RIWKHPRGHUQPDUNHWLQJHUD7KHUHÕVQRHDV\ DQVZHUWRWKLV%XWLIEUDQGVZDQWWREXLOG ODVWLQJUHODWLRQVKLSVDJRRGSODFHWRVWDUWLVWR VWRSWDONLQJDERXWWKHPVHOYHVDQGVWDUWWDONLQJ DERXWWKHLUFXVWRPHUV Seen it: Done it: | 105 104 | 049 The wedding rings Let’s build a meaningful relationship. 2.7KDWÕVDWOHDVWWKHULJKWVHQWLPHQW -XVWLQDWLUHGDQGPHDQLQJOHVVIRUP Seen it: Done it: | 107 106 | 050 The spanner We’re hands-on. :KDWVRXQGGRHVDVSDQQHUPDNHZKHQ \RXGURSLW" Seen it: Done it: | 109 108 | 051 The barcode You’re an individual. %OHHSEOHHS+RZZRXOG\RXOLNH\RXUEUDQG WRSD\IRUWKLVODFNRIYLVLRQ" Seen it: Done it: | 111 110 | 052 The idiom It’s like… ,GLRPVOLNHWKLVEHFDPHFOLFK¨VEHIRUHEUDQGLQJ ZDVLQYHQWHG8VLQJDQLGLRPWRWDNHDEUDQG IRUZDUGLVOLNHXVLQJDSHQQ\IDUWKLQJWRZLQ WKH7RXUGH)UDQFH Seen it: Done it: | 113 112 | 053 The medical instrument We’re sensitive to the way you work. %RRPERRP Seen it: Done it: | 115 114 | 054 The hive Industriousness (busy on your behalf). &HUWDLQWKLQJVDUHÔDJLYHQÕZKHQ\RXHPSOR\ SHRSOHRQ\RXUEHKDOI7KDWWKH\ZLOOJHWEXV\ GRLQJZKDW\RXSD\WKHPWRGRLVRQHRIWKRVH WKLQJV7KHKLYHKDVVWLOOKDGHQRXJKDLUWLPHWR EHFRPHDFOLFK¨WKRXJKÒXQEHOLHYDEOH Seen it: Done it: | 117 116 | 055 The Post-it note Closer to your business. :HÕUHVRFORVHWR\RXZHFDQOHDYH3RVWLWQRWHV RQ\RXUGHVN:KDW\RXÕYHEHHQDWP\GHVN ZKHQ,ZDVQÕWORRNLQJ"&UHHS\FOLFK¨ Seen it: Done it: | 119 118 | 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: | 121 120 | 057 The glasses Giving you focus. ,WPD\EHWKDW\RXKDYHQRWVHHQRQHRIWKH PDQ\YDULDWLRQVRQWKLVSDUWLFXODUWKHPH%XW XQOHVV\RXÕYHJRWWKHPDJLFSRZHUQHHGHGWR URVLO\WLQWDYHU\WLUHGLGHD\RXUIRFXVVKRXOG SUREDEO\UHPDLQHOVHZKHUH Seen it: Done it: | 123 122 | 058 The rabbit in the hat We can achieve the unbelievable. 7KHVXFFHVVRIPDJLFWULFNVGHSHQGVRQ VXEWHUIXJHDQGGHFHSWLRQ,I\RXDOLJQ\RXU EXVLQHVVEUDQGZLWKWKRVHGDUNDUWVWKHQ SRWHQWLDOFXVWRPHUVPLJKWMXVWGLVDSSHDU LQDSXIIRIVPRNH Seen it: Done it: | 125 124 | 059 The mountain climber We’ll take you to the top. 7KHPRXQWDLQLVOLWWHUHGZLWKWKHUHPQDQWV RIIDLOHGFRPPXQLFDWLRQDWWHPSWV6WDUYHG RILPDJLQDWLRQWKH\UHPDLQFOLFK¨VIRUHYHU IUR]HQLQWLPH Seen it: Done it: | 127 126 | 060 The squirrel A prudent choice. $IWHUDORQJFROGZLQWHU\RXFDQJXDUDQWHH WKLVFOLFK¨ZLOOVWLOOEHYHU\YHU\HDV\WRãQG Seen it: Done it: | 129 128 | 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: | 131 130 | 062 The red carpet Special treatment. $Q\VHOIUHVSHFWLQJEXVLQHVVEUDQGZRXOGQÕWEH VHHQGHDGRQWKDWWKLQJ5ROOXSUROOXS Seen it: Done it: | 133 132 | 063 The firework Cause for celebration. Seen it: Done it: | 135 134 | 064 The eagle Touch the sky. 0\SULPDU\VFKRROWHDFKHUXVHGWRVD\WKLV ZKHQZHZHUHGRLQJVWUHWFKZDUPXSV 2QHVHYHQ\HDUROGVKRFNHGKHUZKHQ KDQGVRQKLSVKHVDLG×2KGRQÕWEHVRVLOO\Ø ,QDOOIDLUQHVV,WKLQNKHKDGDSRLQW Seen it: Done it: | 137 136 | 065 The condom Protection and security. &RPHDQGVLWGRZQWKHUHÕVVRPHWKLQJZHQHHG WRWDONDERXW:KHQWZRÛKPPPWKLVLVQÕW HDV\7KHUHDUHFHUWDLQWKLQJVWKDWJURZQXS EXVLQHVVHVGRZLWKHDFKRWKHUZKHQWKH\DUH EXLOGLQJDUHODWLRQVKLS+DYLQJVH[LVQÕWRQHRI WKHP6WRSXVLQJFRQGRPV IRUEUDQGEXLOGLQJ Seen it: Done it: | 139 138 | 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: | 141 140 | 067 The tropical paradise More time to relax. 7KHFUHDWLYHSURFHVVGRHVQHHGWLPH%XWLI\RX ZLVHO\DIIRUGWKDWWLPHWRDQDJHQF\DQGWKH\ FRPHEDFNZLWKWKLVÛ Seen it: Done it: | 143 142 | 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: | 145 144 | 069 The thumbs up You’ll approve of this! $OWKRXJKLIWKLVFOLFK¨ZHUHLQDJODGLDWRULDO DUHQDLWVIDWHDWWKHPHUF\RIGLVFHUQLQJ 5RPDQQREOHPHQZKDWGR\RXWKLQNWKH RXWFRPHZRXOGEH" Seen it: Done it: | 147 146 | 070 The cellar Improving with age. 2QFHDJRRGLGHDQRZLWÕVSDVWLWVEHVW Seen it: Done it: | 149 148 | 071 The Champagne You’ll be celebrating. 7KHRQO\UHDOFDXVHIRUFHOHEUDWLRQKHUHZRXOG EHWKHãQDOGHPLVHRIGDWHGFRPPXQLFDWLRQ OLNHWKLV*HW\RXUVHOIDQRULJLQDOLGHDDQGWKHQ FUDFNRSHQWKH&KDPSDJQH Seen it: Done it: | 151 150 | 072 The Origin of Species Business is evolving. ,WGRHVQÕWWDNHDQDGYDQFHGEHLQJWRVSRWWKH LURQ\KHUH,I\RXZDQW\RXUEUDQGWRVKRXW ×SURJUHVVØDQG×GHYHORSPHQWØWKLVOLWWOHQXPEHU LVDZKROO\XQQDWXUDOVHOHFWLRQ Seen it: Done it: | 153 152 | 073 The Swiss Army knife We’re multi-skilled. 3XEOLFVDIHW\DQQRXQFHPHQWSOD\LQJZLWK NQLYHVLVGDQJHURXVHVSHFLDOO\ZKHQWKH\ÕUH WKLVFOLFK¨G7KHQDJDLQLI\RXKDSSHQWRKDYH DUHDO6ZLVV$UP\NQLIHWRKDQG\RXFRXOGXVH WKHOLWWOHVFLVVRUVWRFXWWKLVSDJHRXWDQGKROG LWXSDVDQH[DPSOHRIKRZQRWWRVD\×ZHÕUH PXOWLVNLOOHGØ Seen it: Done it: | 155 154 | 074 The individual We’re different. Seen it: Done it: | 157 156 | 075 The iceberg Hidden depths. ×&OLFK¨ULJKWDKHDGØ ×+DUGWRVWDUERDUGHQJLQHVIXOODVWHUQØ 7DNHHYDVLYHDFWLRQIURPLFHEHUJVWU\VWHHULQJ \RXUEUDQGWRZDUGVFOHDURULJLQDOWKLQNLQJ IURPDQDJHQF\WKDWNQRZVZKDWÕVLPSRUWDQW Seen it: Done it: | 159 158 | 076 The eye Vision. $OOWKRVHZKRJD]HLQWRLWVPHVPHULFGHSWKV VHHPSRZHUOHVVWRUHVLVWWKHFOLFK¨GFKDUPV RIWKHGUHDGHGH\H,WÕVMXVWDSLFWXUHJX\V OHWÕVH[HUFLVHDOLWWOHPRUHVHOIFRQWURO Seen it: Done it: | 161 160 | 077 The sunrise A new beginning. :K\GRHVWKLVEXUQWRXWROGFOLFK¨DOZD\V VHHPWRHFOLSVHRULJLQDOLW\DQGFUHDWLYLW\" Seen it: Done it: | 163 162 | 078 The signpost Confused? We’ll point you in the right direction. ,VLWZLVHWDNLQJSRLQWHUVIURPDEXVLQHVVZKRVH FUHDWLYHGLUHFWLRQIROORZVDZHOOZRUQSDWK" 7KURZDZD\WKHPDSDQGH[SORUHDOLWWOH Seen it: Done it: | 165 164 | 079 The magnifying glass Let us focus on your problems. &KDQFHVDUH\RXUDXGLHQFHGRHVQÕWZDQW\RX WRPDNHWKHLUSUREOHPVDSSHDUELJJHU$QGLI \RXÕUHGHSHQGLQJRQDZRUQRXWFOLFK¨OLNHWKLV WREXLOG\RXUEUDQG\RXÕUHOLNHO\WRVHH\RXU FXVWRPHUEDVHVKULQNEHIRUH\RXUYHU\H\HV Seen it: Done it: | 167 166 | 080 The equation The winning formula. :HÕYHGRQHWKLVRQHIRU\RX Seen it: Done it: | 169 168 | 081 The handcuffs Freedom. :HÕUHDUUHVWLQJ\RXRQVXVSLFLRQRIVXSSO\LQJ &ODVV$FOLFK¨V5HPHPEHUHYHU\WKLQJ\RXVD\ FDQDQGZLOOEHKHOGDJDLQVW\RXLQWKHZRUOG RI%%FRPPXQLFDWLRQV Seen it: Done it: | 171 170 | 082 The telephone Let’s talk. 7KLVQXLVDQFHFOLFK¨NHHSVULQJLQJLQWKHYDLQ KRSHVRPHRQHZLOODQVZHU,WÕVWLPHWRãQG DQHZZD\WRLQWHUDFWZLWK\RXUDXGLHQFH 7UXVWXVZHNQRZ%%FRPPXQLFDWLRQV Seen it: Done it: | 173 172 | 083 The fruit Fresh thinking. (YHQWKHJUHDWHVWPDUNHWLQJLGHDVKDYHDVKHOI OLIH7KHIUXLWSHULVKHGDORQJWLPHDJR,WÕVWLPH WRJRVKRSSLQJIRUDIUHVKLGHD Seen it: Done it: | 175 174 | 084 The alarm clock Wake up to the benefits. =]]]]]]]]]] Seen it: Done it: | 177 176 | 085 The keyboard At your fingertips. 7U\KLWWLQJGHOHWH,IWKDWGRHVQÕWZRUNHVFDSH Seen it: Done it: | 179 178 | 086 The pearl Hidden beauty. ,IVRPHRQHFDQUHYHDOZKDWÕVUDUHSUHFLRXVDQG DWWUDFWLYHDERXWWKLVLGHD DQGZHXVHWKHWHUP ÔLGHDÕORRVHO\ SOHDVHVWHSIRUZDUG:HÕYHEHHQ VHDUFKLQJIRUDORQJWLPHDQGWRXVLWVWLOOORRNV OLNHDJHPRIDFOLFK¨ Seen it: Done it: | 181 180 | 087 The doors to infinity The possibilities are endless. $QLQãQLWHQXPEHURISHRSOHZLWKDQLQãQLWH DPRXQWRIWLPHZRXOGVWLOOIDLOWRãQGWKH LPDJLQDWLRQLQWKLVLGHD Seen it: Done it: | 183 182 | 088 The sky Blue-sky thinking. ,VLWRULJLQDO"1R,VLWG\QDPLF" 1R,WÕVVXSHULURQLF Seen it: Done it: | 185 184 | 089 The board game Avoid the pitfalls. Seen it: Done it: | 187 186 | 090 The tattoo We’re cool. %%EUDQGVDQGÔFRROÕGRQÕWVLWYHU\FRPIRUWDEO\ $QGLI\RXGRFRPHDFURVVDFRRO%%EUDQGLW ZRQÕWEHYLDDFOLFK¨ Seen it: Done it: | 189 188 | 091 The dynamic team We work together. 7KDWÕVJUHDW%XWWKHIUXLWVRIDOOWKLVODERXU GRQÕWVWDQGXSWRVFUXWLQ\ Seen it: Done it: | 191 190 | 092 The Earth We’re global. *OREDOLVDWLRQXVHGWREHDQLVVXHIRUEXVLQHVVHV LWZDVWXUQHGWRDEHQHãWE\VXSSOLHUVDQG QRZÒWHQRUWZHQW\\HDUVODWHUÒLWÕVDSUHUHTXLVLWH $Q\EUDQGXVLQJWKHHDUWKWRWHOO\RXLWÕVJOREDO OLYHVRQDQRWKHUSODQHW Seen it: Done it: | 193 192 | 093 The Russian doll There’s more to us than you think. $EXVLQHVVEUDQGRIVXEVWDQFHGRHVQÕW QHHGWRKHDGIRUWKHWR\FXSERDUGÛ $UHZHUHSHDWLQJRXUVHOYHV" Seen it: Done it: | 195 194 | 094 The rainforest We care. ,IDFOLFK¨GSDJHIDOOVLQDPDJD]LQHIRUHVW ZLWKQRRQHWKHUHWRVHHLWZRXOGLWVWLOOPDNH QRLPSDFW" Seen it: Done it: | 197 196 | 095 The scales The balance is right. $UH\RXGRLQJ\RXUEUDQGSURSRVLWLRQMXVWLFH ZLWK%%FRPPXQLFDWLRQVWKDWUHO\RQMDGHG ROGFOLFK¨V",WÕVWLPHWRZLHOGWKHVZRUGRI UHDVRQDQGFXWWKHVFDOHVORRVH Seen it: Done it: | 199 198 | 096 The contrast Solutions for everyone. 7KHIDFWWKDWWKLVFOLFK¨UHOLHVRQVWHUHRW\SHV WRZRUNVD\VLWDOO Seen it: Done it: | 201 200 | 097 The magnet An attractive offer. &OLFK¨ Seen it: Done it: | 203 202 | 098 The egg Protect your investment. Seen it: Done it: | 205 204 | 099 The dictionary definition Definitive in our category. /RRNLWXS Seen it: Done it: | 207 206 | 100 The padlock You’re secure with us. $QGWKURZDZD\WKHNH\ Seen it: Done it: | 209 208 | 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: | 211 210 | &OLFK¨ 1RWHV $FWLRQ The egg timer 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 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 &OLFK¨ 1RWHV $FWLRQ The swimmer The rainbow The piggy bank The light bulb 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: 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 | 213 212 | &OLFK¨ 1RWHV $FWLRQ &OLFK¨ 1RWHV $FWLRQ The old book 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 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 | 215 214 | 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. 216 | STEIN IAS
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