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Anyone who went to high school knows that people like fitting in, even when standing out is the better strategic move. It makes sense. For millennia, tribes have been safer than going it alone, and breaking tribe norms was a one-way ticket out into the cold, hard world.

What does tribal mentality have to do with business writing?

What’s the one thing your navigation app needs before it can find the route to your destination? Your starting point, of course. The directions to any given place depend on where you are right now.

It’s the same with business writing.