A small business has many benefits, like being able to move quickly, stay flexible and pivot when needed, something big businesses can't do as easily.  But, with the lure of getting bigger, sometimes small businesses fall into the trap of getting caught up in stiff language and legalese and ending up not sounding like themselves.  Today, the cofounders of 37signals, Jason Fried and David Heinemeier Hansson, discuss why small businesses should embrace the fact they can communicate without running every word through a legal or public relations department, as discussed in the chapter "Sound Like You" of their book, Rework. Show Notes:  [00:54] - Jason shares why they usually publish their writing directly — from mind to keyboard to the world—to get their ideas out there as clearly, and quickly as possible.  [02:00] - Why running something you've written through a filter often produces something that sounds like legalese. [03:00] - David shares why writing what you want to read is vital (or don't share).[05:49] - Big company writing philosophy is often to ensure that your writing says as little as possible but reaches as many people as possible. It's why all big companies sound the same.[07:01] - David shares why you have to create your own interest by simply being interesting, by sharing something novel, of having a stand and a position on something in some regard that's also not just there. [07:52] - The smaller your company, the bigger risk you can (and should) take with your writing.  [09:05] - Jason shares some dos (and don'ts) for writing for your small business.   [12:12] - David explains why developing your writing voice is essential and how you can do it in relative obscurity if you are a small company.[14:49] - How to become an overnight writing sensation (after just ten years of practice).[15:38] - When you SHOULD go through legal and PR before publishing your writing. [18:35] - "We have expertise in authentically stating our observations and opinions about the business world, how to run a company, and how to develop good software—so that's what we do."[19:22] - "Everything is interesting if you peel back the layers far enough."[20:20] - Why it's essential to measure your writing for the internet as a body of work, not on a piece-by-piece basis. [22:03] - The unobtainable formula for creating a hit. [22:57] - The no-traction way to gain traction with your writing. [23:42] - Why you should avoid looking at the stats of how many people are reading your writing. [25:25] - If you have a specific question for Jason or David, leave us a voicemail at 708-628-7850, and we might answer it on an upcoming show. Links and Resources:Do you have a question for Jason and David? Leave us a voicemail at 708-628-7850Rework HEY World | HEY Hey World| Jason Fried Dev.37signalsNew Customer Offer: $11 per user/per month with the first three users entirely on us for the first 12 months37signals on YouTubeThe REWORK podcastThe 37signals Dev Blog@reworkpodcast on Twitter@37signals on Twitter