I just finished re-reading Seth Godin's book All Marketers are Liars. Granted it was published nearly a decade ago but the premise holds true now more than ever. "The organizations that succeed realize that offering a remarkable product with a great story is more important and more profitable than doing what everyone else is just a bit better." He opens with a fascinating example on Riedel, the wine glass company. Riedel's website purports: "The delivery of a wine's message, its bouquet and taste, depends on the form of the glass. It is the responsibility of a glass to convey the wine's messages in the best manner to the human senses." Even the king of wine reviewers, Robert Parker, Jr., has
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