Hey Prianka let’s touch base with that start-up wishing to disrupt the industry now that we have the bandwidth to tackle some low-hanging fruit.

-Overheard somewhere in today’s modern office environment


At AP42 we excel at communicating through images and relish creating visual experiences. We also value the written word. Both forms of communication should work in concert and in accordance to your brand and strategy.

As a general rule of thumb, clichés should be avoided come hell or high water. Unless the timing is just right clichés generally don’t pack a punch, just as a comedian exploits proper timing to land a proper zinger. Another word for timing is the Greek word kairos. No doubt ancient entertainers also had to be creative with common conventions of speech while not tripping over their togas.


Here are the origins of some common clichés:

Put a Sock in It

In the late 19th century record players had large horns to amplify its sound. The machines had no volume controls so an easy way to lower the sound was to stuff a woolen sock inside the horn.

Spilling The Beans

This phrase may have come from Ancient Greek voting practices where black and white beans were used to represent yes and no on the issue being voted on. Each voter put one bean into a helmet and spilling out the beans revealed the results.

Now for some pesky Business sayings:

Think Outside the Box

The notion of something outside a perceived “box” is related to a traditional topographical puzzle called the nine dots puzzle. The origins of the phrase “thinking outside the box” are obscure; but it was popularized in part because of a nine-dot puzzle, which John Adair claims to have introduced in 1969.

Bite the Bullet

During the US Civil War, injured soldiers clenched a bullet between their teeth during surgery to distract them from the pain.

Boil the ocean

This is a term for unrealistic expectations, supposedly coined by the humorist Will Rogers when he was asked what to do about German U-Boat aggression during World War I.


An ad example of when clichés work, in excess: