I’m a big fan of Seth Godin. I should really post more here. Here’s a great note on backing up what you say — if you’re going to sell something, a product or a service, make sure that you deliver. Failure to deliver is one of the quickest ways to disappear.
If you think that’s what we want, why don’t you give it to us?
Marketing pitches are finely tuned to resonate with the audience in mind. Too often, though, the marketer is only in charge of the pitch, and someone else in the organization has to make the thing.
So the marketer brags about how tasty the food on the airplane is, or how reliable the cell phone service is or how magically transporting the aromatherapy of the soap is–and then someone else, someone under different pressures and constraints–has to deliver. And they rarely do.