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Tableau, still not boring

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Here’s one reason I’ve always liked Tableau, and still do even as it enters a mother ship’s cold embrace. An email pitch from Tableau this week:

Music is a global unifier—connecting us from afar and strengthening relationships closer to home. Within every note is a larger story, sparking conversations and creating memories.

But, what if … we could uncover more of these stories?

It’s personal, therefore more meaningful than the tired old promises so many other data vendors keep recycling. This pitch isn’t boring.

And so I forgive them for overusing “story,” the magic word these days.

Content marketing / Building trust with trust

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When Lee Sherman ran marketing content at Mint, he crossed a line most organizations won’t dare to. He mentioned a competitor.

Oh, no! It’s one thing for a boss to say “you build trust by showing trust.” That sure sounds good coming from a glossy inflight magazine. But trying it takes guts. Often, a watered down “trust” creeps in, which tells customers that we don’t respect your nose for bullshit and unanswered questions.

“You have to assume they’re smart,” Lee says. “Give all the info without bias… When we didn’t, it was obvious we were doing that, which was bad writing.… Read the rest “Content marketing / Building trust with trust”