I believe the concept extends further, into Language in general. Each language is not 'owned' by anyone - individual, organisation or company. It is there to serve a purpose - to help us express ourselves - to convey ideas, thoughts, emotions. As such, the best communicators are often those who use language in the most effective way to both express their thoughts and to be understood by their intended audience. It is not always necessary to adhere to a set of perceived rules or standard convention (althgh mny rools are bst adhrd to a lot of the time in ordr to ensre evryne undrstnds ur msg you can often still be understood and may differentiate yourself by demonstrating language originality). Language has always, and will always, be adapted by the best communicators. I have heard many English people criticise 'Americanisation' of the English language and smart Americans retort that standard American English language has preserved "old" or 18th Century English 'rules' better than current English. True. But neither side of the argument is right, and as David points out, Microsoft Word is not the arbiter of correct language or spelling use in any one continent. It is merely a guide, so ignore the squiggly red and green lines under your text if you believe what you have written best conveys what you have to say!

Body language and actions speak louder than words and are globally understood - perhaps we should be using these more to sell our business to existing clients and new clients - afterall anyone can 'say' they are the best at something or the 'world's leading....' yawn yawn. Seeing is believing - perhaps we should be offering more 'free trials for x period' of our business service in order to bring on board more new clients and indeed for growing existing ones where there are too many 'closed doors'...