In his latest post Andrew Rudin questions the advice of customer experts and provides his take on the language that has come to pervade marketing, sales, service – business in general. Allow me to share a passage or two from his post:
“We’re bombarded with messages from experts about getting close to customers. How close? Really close! Lustful words like embrace, love, and passion have migrated from romance novels into business blogs. Marketers freely infuse love as a marketing schtick, with buyers as the intended objects. But when sellers get amorous, I remember the words to Are You With Me Baby? by the LeRoi Brothers: “At least tonight, you know that I’m in love with you.” Explanation, not needed.”
In this conversation I wish to look beyond the fashionable language and see what shows up. Let’s start with the role of the customer in business.
What Is The…
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