My last post was about how much foresight Ted Levitt had when he published Marketing Myopia in 1960. That got me thinking about the eye-opening book I stumbled upon 15 years ago....
Using big words in marketing copy is for the lawyers and academics. But if there's no legalese, liability or certification to worry about, why not stick with plain old words that most people can understand...?
In a world where everything is commoditized, the key to success becomes DIFFERENTIATION. That's becoming more difficult to achieve, and one of the reasons is that it's relatively easy to put up a Web site....
