Marketing Quote by James Frank

"We came up with three core touchy feely words" is the kind of line that accidentally exposes the whole machinery of modern messaging. The phrase "came up with" signals invention, not discovery: these aren’t hard-won principles pulled from lived experience, they’re outputs from a process. Add "three" and you get the corporate comfort of a neat framework, the TED-ified belief that anything messy can be reduced to a slide with three bullets.

The real tell is "touchy feely". It’s a preemptive eye-roll, a little verbal shrug that says: yes, we’re about to talk feelings, and yes, I want you to know I’m not the type who talks feelings. That hedge does double duty. It gives permission to deploy the language of empathy and values while keeping a safe distance from sincerity, protecting the speaker from sounding soft, naive, or - worst in certain rooms - earnest.

"Core" is the branding word doing heavy lifting. It implies depth, identity, and necessity, even if the actual content is as interchangeable as any mission statement. The subtext is less about emotional truth and more about internal alignment: picking a vocabulary everyone can repeat, remember, and defend.

Contextually, it reads like a meeting room artifact - a team tasked with manufacturing culture on deadline. The intent isn’t to feel; it’s to look like the kind of organization that feels, in three carefully chosen words.