I am listening to the audio version of Small Is The New Big by Seth Godin. It's totally excellent. Chock-full of provocative ideas and concepts for entrepreneurs. Warmly recommended.
One of the many things Seth takes up is that if your company has a need to engage in disingenuous marketing, that's a bad sign. If you have to trick people into buying your product, what does that say about it, or you? How about this for an example? (The popcorn has been added low on a Snopes page.)
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