"CEOs can't wait to read Sunny Bindra's articles every week."

Let me return to the subject of “fru-fru” today. Regular readers will recall that fru-fru (or frou-frou if you prefer the original French) refers to empty embellishment—frippery for the sake of ostentation, having no substance behind it. In communication and branding terms, fru-fru is feel-good look-good messaging, devoid of meaning. We all communicate, all the […]