For Lindsay, it's always been all about words. Words, words, words. Here are just a few of his favourites: archipelago, quibble, phosphorescent, paradiddle, clumsy, epiphany.
When he's not collecting them, he's putting them in the right order to achieve maximum persuasiveness. In his best-selling book, Can I Change Your Mind, he shares everything he knows about using words to influence what people think, feel and do.
Is there anything he hasn't written in a career that began in the days when dinosaurs still roamed the earth (or, at least, when writers still used typewriters)? Probably not. But he's still always hungry for a new verbal challenge. Finding exactly the right words to tell a brand's story is a source of endless fascination.
When he's not writing on behalf of clients' brands, Lindsay's writing for his own enjoyment. Poetry, stories, children's books, and, who knows, maybe a sequel to Can I Change Your Mind? (There's always more to say about how words work.)
Go on, have a word with him about how your brand could be using language better.