Remember them?

Often called consumers, trade, customers, clients….

Target audiences….


In the digital world “nobody knows you’re a dog” – yet we think we know everything about them.

Who determines 80/20?

Look at the cases – it’s the PEOPLE – not the companies.

When the companies don’t listen; when they think they know everything…they fail – or more likely lose to the Flips of the world….

So what are the rules? 

Are we turning everything to crap?


I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.
David Ogilvy

Start by thinking in the vernacular – try it…let me know if/how it changes your perspective.

I can tell you this – not everyone in the world wears all black, uses an iPhone and tweets incessantly…

Think in the vernacular, not in your own metaphor.

What do you think?

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