A marketing manager I know stopped me in mid sentence. He didn’t want me to call his business intelligence product a “tool.”
Why? “It sounds small,” he said. But it is small, I pointed out. It’s smaller than many others in its space. It’s downloaded in under a minute and unpacks itself on a desktop in a few minutes.
But he waved that rationale away as if it were a fly, and I should have known. Marketing people, like the parents of gladiators, prefer their progeny to be perceived as big. Bigness casts dark shadows over competitors and conceals weakness. Industry insiders give big competitors good odds.… Read the rest “Still a “tool” by any other name”