Aphorism

Why you should be a cognac diamond, not a brown one.

For your marketing to work you must focus on a segment. Appealing to everybody means that you are appealing to nobody.

Often we complicate our language when trying to explain something. That is the wrong thing to do.

Your market won’t do the work to understand you. You have to do the work so that you are clear about the problem you solve.

Brown diamonds are worthless – don’t be a brown diamond