Patrick McLoughlin

We've just finished reviewing the websites of most of the UK's 100 largest accountancy firms. The book may have been published 99 years ago, but this message still hasn't gotten through: ‘Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, “best in the world,” “lowest price in existence,” etc., is at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate a careless truth. They lead readers to discount all the statements that you make.’