Figures of Speech
Apostrophe
Address absent persons, abstract concepts, or inanimate objects directly for dramatic effect.
What it is
Before & after
“We need to focus more on achieving success and innovation in our business.”
“Innovation, where have you been hiding? Success, we're coming for you. Fear, you have no place here.”
When you’ll use it
Motivational speeches: 'Success, you have been elusive, but today we claim you' to personalize abstract goals
Memorial presentations: 'Steve Jobs, your vision continues to inspire our innovation' when honoring departed leaders
Strategic pivots: 'Old business model, you served us well, but now we must evolve' when announcing major changes
Pro tip
Talk directly to concepts like they're in the room. It makes abstract ideas feel present and powerful.
Questions & answers
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