Businesses spend time, money and attention on visual identity but what about verbal identity? It’s a missing link in leadership frameworks. Language matters. From the disruptive to the dreary, language frames the experience for those both inside and outside of an organisation. With a background in physiology and computer sciences, Chris West leverages his rational thinking to bring the magic and mechanics of language to businesses around the world, helping brands to craft and communicate a verbal identity. Here he shares how words build worlds and language drives change.