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Do you want to set up a business? But does the following language full you with dread? Suspicion? Horror?

* Connect with your customers confidentially
* Identify your USP intelligently
* Optimise your Search Engines efficiently
* Motivate your employees easily
* Maximise your value added effortlessly
* Shake your booty heartlessly
* Strut your stuff engagingly
* Wedge your bling tellingly
* Fluff your tail provocatively

Don’t worry: lots of potential entrepreneurs and business start ups look aghast at the terminology they are expected to use as they hunker on down in the depths of business speak land. Many of them throw away perfectly respectable business ideas just because of the language they are expected to subscribe to.

But fear not: if your idea stands a chance of surviving the challenges of that language, it will survive anything: and it may turn you into a guru in your own right which will allow you to coin your own aphorisms, cliches and incontestable business jargon.

A great way to start is to generate four columns: in the first, write a list of verbs which might be used in any military, medical or porn movie context.  In the second, write a list of personal connectives: my, your, our – that sort of thing.  In the third, write a list of any part of your body and in the fourth, write any adjective that might describe a boxing match.

Before you know it, your business lexicon will blow away your competitors and you’ll be calling the shots, imperiously.