A few days ago, Godin blogged about the business variant of my mother’s old admonition, “If you can’t say anything nice, don’t say anything.” His contention – with which I am in violent agreement – is, “If you can’t say something, don’t say anything.”
I still remember the time I interviewed the CEO of an investment fund that hired me to write a marketing brochure. “What’s different about your fund?” I asked him.
“We are value investors and liquidate our positions at a premium.” He paused to let the majesty of this statement sink in.
“Oh,” I responded. “Buy low-sell high.”
I loved watching his face crumble. And a few questions later, he finally abandoned the b.s. and gave me something real.