That little statement underneath your organization’s name has to be powerful and to the point.

By Richard Deveau

So if you’re wondering whether or not you should follow or break the rule regarding the use of words ending with “ing” in your tagline, let me propose this exercise. After you’ve written your tagline, try removing the “ing.” If doing so makes your tagline stronger, then leave it off. If not, or if it makes your tagline seem flatter and less active, then leave the “ing” right where it is. Rules are meant to be broken, especially the silly ones.