Build a building, you're responding to a client's immediate need for a hotel or store or airport. Ah, but you're impacting the skyline long-term too. What you do now to your brand affects your future's skyline in the same way. Don't sacrifice brand values and long-term market viability to react quickly but sloppily to a fiscal quarter scramble. You can put crispy green stuff in the shareholders' pockets without eclipsing the core of what you stand for to customers. The idea of responding in a big way while simultaneously making a decision you can grow with takes an extra beat of thought and effort, but the long view is the beautiful one.
Words do this to us. They feed us even before we see. They build expectations. They are things too. And they lead us to see other things in a certain way. Words activated like and paired with the visual are the message.