When you want to stop saying irrelevant stuff

During the past few years, many people have tried to sell me things that I don’t want:

  • Cars – I can’t drive.
  • Bad debt insurance – our customers pay in advance.
  • 3D glasses – I’m blind in one eye.
  • Haircuts – I’m bald.

They all had persuasive messages. For somebody else. But the right message to the wrong person is the wrong message:

A company I know well has worked with some of the world’s leading brands for many years.

They recently pitched to help deliver a global, one-off, three-day event. Their key message was their uncanny ability to build long-lasting relationships.

They lost the pitch.

The reason? The customer said “our event only lasts three days. Your long-term relationships are irrelevant”.


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