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(1). Stock broker.
“Okay, guys … we really want to start targeting high-net worth individuals this year. So, we’re going to start calling you ‘investment professionals‘ to show you do more than push product. That said, keep pushing product.”
(1). The list of things you need to do before you can start those high fives.
“Okay, team … so, I’ve circulated a matrix of our success criteria for this project. Our timeline is three weeks, so no going home for you guys! Well … good night everyone.”
(1). When your product or service becomes synonymous with it’s function. (i.e. Kleenex is a brand of tissue, not the tissue itself, and Google is a search engine, yet people use the brand name as the actual action of searching. See, now you get it, and if you don’t and are upset about not getting it, then grab a Kleenex and go Google it, lady).
“You see Ted, your problem is that you have somewhat of a Kleenex issue on your hands. On one hand, everyone knows your product and brand, on the other, nobody can differentiate between the two and your competitors use both in all of their marketing material. Guess that patent idea I gave you 10 years back makes a whole lot of sense now, doesn’t it Ted?”
