Choose your words carefully.

You get one chance these days to make a good impression. And if you fail to take it — to say something authentic and memorable — you’ll be confined to the discount bin of brands nobody cares about before you’ve even finished.

Putting your best foot forward? Is what I do. And I’ve done it for some of Australia’s, and the world’s, biggest companies — such as IKEA, Toyota, NAB, Telstra and Virgin. Not to mention plenty of the smallest.