How Are You Different? ... Inspired by the new book Why Business People Speak Like Idiots: A Bullfighter's Guide, I prepared the following (humorous!) quiz. Can you match the descriptive sentence below to the correct service provider -- Cushman & Wakefield, Jones Lang LaSalle or Trammell Crow? (Answers below)

Company #1 ... "Our goal is to be the very best at what we do. And our strategy to accomplish this combines a commitment to superior service for the customer with a platform of professional resources that allows us to deliver on that promise."

Company #2 ... "[Name deleted] is a global real estate services firm dedicated first and foremost to our clients. We employ the most talented professionals and invest in superior resources and technologies to provide our clients with innovative advice and bottom line results."

Company #3 ... "Building on our reputation for thought leadership and local market knowledge, we are the world’s leading real estate services and investment management firm. Our global platform encompasses offices in more than 100 markets on five continents."

Hey, business writing is difficult, as the authors of Bullfighting point out. "There's a gigantic disconnect between real, authentic personal conversations and the artificial voice of business executives and managers at every level."

Read the book. You'll smile at the glossary of words in "A Bull Spotter's Guide." Hint: In your next presentation, forget "best of breed," "client focused" and "results-driven." ... What's your favorite example of biz speak?

Answers: #1 TCC , #2 C&W, #3 JLL.

Oops... Many readers helped correct my memory in the last Dispatch. The actual tagline should have been "It's not your father's Oldsmobile." Not Buick!

--Peter Pike