The equal and opposite reactions of revenue, spending, and borrowing
This is either the perfect operation or else it’s a massive scam.
The organization in question keeps lowering its prices, but it also reduces the number of services it offers. Yet, to pay for things it wants to provide that nobody actually wants to buy, it raises its borrowing to cover the cost. That, of course, increases its operating expenses, but the executives never factor that in.
It trims the amount it spends on labor by laying people off, then it cuts the departmental budget because there’s insufficient staff and no automation to replace them. This is in spite of vocal marketplace demand. Yet for some of the organization’s operations, the money that’s not being spent in one place gets shifted to another. Unfortunately, the department receiving those funds provides a product that consumers can’t purchase. It’s strictly B2B.
I have a problem with obscenity. It's lost its punch. And that's a shame.
There was a time when Anglo-Saxonisms raised a few eyebrows. When the words were so shocking in print that one had to take notice. Now they're used so indiscriminately in every publication, online forum, and political discourse that they've stopped being, well... useful.
Time past and time present
In the past (and mine's long), one could always rely on certain people to incorporate expletives any time that they opened their mouths. They were usually the people you would never introduce to your children or to anyone you cared about. And they weren't necessarily stupid -- at least not in terms of IQ. But they were deaf and blind to the norms of society, or they simply didn't care what people thought. And that's fine. But they wouldn't get invited out to dinner. Then or now.
Personas annoy me. It may be because my focus is, primarily, B2B. Or it may be that it's a word that's applied indiscriminately -- as if the concept were universal and universally applicable. But B2B isn't targeting a suburban mom who has two kids in after-school sports, drives an SUV, works in real estate, has a six-figure household income, and belongs to a gym.
MORE THAN ONE
There are numerous people in the B2B buying process. There's the person who initiates the purchase, the one who does the research, the individual who shortlists the products or services, the evaluators, recommenders, influencers, decision maker, and man or woman who signs the check.
Each has their own expectations and requirements. Each sees the purchase through a different lens: the end user wants to know about usability, the department manager about productivity, the finance folks about initial and long-term costs and ROI, and so on. And the information that marketers prepare has to address those specific interests. But I contend that they don't have to know about the person's age, income, family, hobbies, and the like.
We don't make things irresistible in a vacuum. We follow the same advice that we give to our clients.