opportunity 87 of 150 If you can tolerate the pain, spend an hour reading your daily newspaper, listening to commercial radio, or watching 60 minutes of commercial television, and you will no doubt encounter any number of commercials promising you the world and claiming to be different to their competitors in some way they think […]

opportunity 87 of 150 If you can tolerate the pain, spend an hour reading your daily newspaper, listening to commercial radio, or watching 60 minutes of commercial television, and you will no doubt encounter any number of commercials promising you the world and claiming to be different to their competitors in some way they think is relevant to your needs – thus making them more attractive to you. My guess is that after this 60 minutes of pain you will – remember few of the commercials, engage with even fewer, and believe even less of the promises made. So many of these commercials will offer: Better service Best value Superior quality What is ‘better service’? What makes it better? How is it better? Why should I believe it is better? Isn’t it possible for anyone to claim to offer ‘better service’? What is value? Certainly, it involves price, but it…