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what’s unique about being #2?

June 13, 2009

a potential client, a general manager in a large technology company, came to us recently needing some help with an integrated campaign for one of his products.

he sent a very long powerpoint deck (technologists are some of the worst offenders of hyperactive marketing . . . why take time to simplify your message and condense your presentation . . .hard drives now can easily hold thousands of useless powerpoint decks, and email systems can easily send 5 mb files . . . why simplify?) about the product.

our favorite was the slide (buried in the middle of the deck) on the product’s unique value proposition. the first bullet point listed was . . .(drumroll please) . . .”still #2 in market share.”

well, that is unique now, isn’t it?

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