Fast Company included Big Ass Fans® among several companies in an article published today on using straight talk when communicating with customers.

“Call it whatever you like, some companies have built an entire culture around cutting the fat from their communications, both internal and external,” wrote contributor Lydia Dishman.

Dishman recounted how Big Ass Fans was once known as The HVLS Fan Company, a nod to the high volume, low speed products. Inevitably, customers started all phone conversations the same, “Are you the guys who make those big ass fans?” The company soon changed its name and adopted Fanny, its donkey mascot.

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