If you think that's what we want, why don't you give it to us?
The sign in front of the breakfast bar at the hotel says, "from garden to table."
Really? Virtually every item I see has been processed four times, steamed, stored and steamed again.
Marketing pitches are finely tuned to resonate with the audience in mind. Too often, though, the marketer is only in charge of the pitch, and someone else in the organization has to make the thing.
So the marketer brags about how tasty the food on the airplane is, or how reliable the cell phone service is or how magically transporting the aromatherapy of the soap is--and then someone else, someone under different pressures and constraints--has to deliver. And they rarely do.
They rarely do because the paying customer isn't their customer. Their customer is the quality control department, the accounting department and the "don't-rock-the-boat" department.
Marketers need to spend less time making promises and more time keeping them.