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Words. It’s difficult to express how important they are. In the age of the internet words are gaining in value, as new ways of using them emerge.

Hyperlinks offer a complete system for navigating the web, search marketing demands that you anticipate the terms people use to find you, and you can even own certain words online if you’re prepared to pay.

Writing is breaking free of the margins as, arguably, the most potent tool in digital communications. And if the web is an ongoing conversation then business needs to rethink how to use words and writers. Honesty, openness, integrity and transparency are sweeping away old style corporate control and the droning tone of voice from on high. Only businesses that understand this change will thrive in a world where words reign supreme.

This article appeared in Moot 01, June 2008.