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Transparency

A disclaimer on the bottom of a website we stumbled upon recently: “These comments are not read by _____ employees.” And then it allowed for people to leave reviews of their experience with the company.   Who’s it there for then? People who are needing to visit...

Making Things Spread

How do we evaluate whether something is worth pursuing? Or worth changing for? Activity – a real person is actually doing it and getting good results, or are happy about doing it. Validity – someone like me is also doing this thing. Credibility –...

Famous, Good, or Needed

Three factors to consider when making a decision. Is what you’re looking at: Famous Good Needed   We can choose famous things because they’re status boosters. We have ____, we went to ____, or we’ve worked with _____. We buy the brand name (even if it isn’t all...

Guaranteed

What are you guaranteeing? Improvement? We don’t know how easy their life is without it. Performance? What if they don’t use it properly? Moneyback? To what level? Product replaced? Money + product?   It’s generally better to have the commitment placed upon the...

Ambiguity is the Seed of Creativity

Creativity is about solving problems. If everything is all spelled out, we don’t need to solve the problem. The answer is already there.   Ambiguity is the seed. It’s up to interpretation. It doesn’t mean nothing is defined, there are typically some constraints....

How to Write a Product Comparison

Outline the specifications of each. End with “different strokes for different folks” It’s not entirely helpful. Without taking a stand on which is better you lose the opportunity to guide someone to a better choice. The drawback to saying one is better than another is...