Roger Miller has a song in which he implores his girlfriend, who
is apparently embarrassed to be seen with him, to treat him like a
Looking at most advertising and marketing, I think we should all
have the same plea. This is especially true of business to business
advertising, which is typically filled with business speak and
meaningless words and superlatives that do nothing to interest or
connect with intended audiences.
"Innovative, industry-leading solution!"
Well, that is just great! Because I happen to be looking for
an innovative, world-class, industry-leading solution. Now, if you
would just partner with me to make it happen, what more
could I want?
Puh-lease. Over hundreds of depth interviews with people who have
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