High fit

Tone is about how your message lands for someone else. Seema Sangavi had been leading pitches with the mission — meals given, women employed — which is meaningful, but it was being heard as a charity ask rather than a business proposition. The Celebrity Cruises breakthrough happened because she flipped how the message landed: instead of 'buy from us because we do good,' it became 'partner with us so you can do good.' Same facts, totally different reception.