Each "Communication Corner" essay is self-contained; however, they build on each other. For best results, before reading this essay and doing the exercise, go to the first essay "How an Ugly Duckling Became a Swan," then read each succeeding essay.

Well-run companies, associations, and organizations pride themselves on spending their money wisely. However, when it comes to producing a so-called "image brochure," i.e. a (usually) glossy document to present the company's philosophy, history, structure, and achievements to the public, too often they end up throwing their money away. Why does this happen? And what can be done about it?