How is your brand performing in the economy of feelings?

 

 

Ever since I can remember, marketing has focused on the USP, the unique selling proposition, and the product’s/service’s features and benefits. This is a traditional theory and applies to a rational, analytical view of value. In an oversupplied market with more, and often conflicting information, rational decision making becomes a myth.

 

Instead, start paying attention to what people do (which is the best indication of how they feel), not so much to what they say.

 

The more choices there are and the more complex life becomes, the more people make decisions that “feel” right to them, and NOT on an objective truth.

 

So, how is your brand performing in the economy of feelings?

 

Changing behavior is a herculean task- ask any newspaper brand or cigarette brand or an Operating System brand..

 

You would have heard of this brand called Betty Crocker fabled for their Cake Mixes– when they launched, it was launched as a plug & play product, get the mix into the oven and voila, the cake is ready! Guess what? The brand bombed in the market.

 

They went back into the market wherein they gave only a 70% ready product and got the customer to participate and work on the remaining 30%- now guess what?? Betty Crocker was a roaring success.

 

Same thing applied to Ben & Jerry when they launched their Lavender flavor- it bombed..comeback kid was twinned with a more familiar to the audience Vanilla flavour and presto..

 

Creative pursuits that aim at changing consumer behavior should be hinged on layering the novel on the already familiar.

 

Caution: The value of marketing is not where you have been told it is.

 

Analytics inform , emotions compel.

 

In an era of quantum marketing with 5G, IOT, AI, VR, AR, MR, Meta etc, connecting hearts and minds is a great opportunity.

 

So, Marketing 101 would somewhat go like this:

-Identify which audience you want to be serving

-Examine what they need or want but don’t have

-If you can help people get to where they seek to go, when they’re ready to get there, the stuff called marketing gets significantly easier

-Be happy with serving a MVA(Minimum Viable Audience) rather than try to be all things to all people. Delight the daylights of your MVA

-Instead of finding customers for your product or service, find a product or service for your audience

 

As I conclude, may I direct you to this article from BrandKnew on how marketing has changed over the last half a century

 

ENDS

 

 

 

Un-Elevate The Elevator Pitch: Time For A Pattern Interrupt!

 

The quintessential elevator pitch has been indoctrinated into our culture for aeons. It is time to call time on that.

 

pattern interrupt is anything that forces someone to change their natural pattern of thought. As a result, it is a technique that sales development and business development professionals use for a variety of situations in sales calls and sales processes.

 

Pattern Interrupt is an NLP (Neuro Linguistic Programming) technique for breaking a person’s usual habits by altering their mental, emotional, or behavioral state. Consider it an unexpected act that shocks them into a different state of mind.

 

” The purpose of an elevator pitch is to describe a situation or solution so compelling that the person you’re with wants to hear more even after the elevator ride is over “- Seth Godin

 

The brains of our audience are overloaded and preoccupied. Even a tiny bit of memory space is hard to come by. Experts will suggest the 3C model for your elevator pitch– Clear, Concise & Compelling. There is no shortage of advice floating around.

 

What if we do a pattern interrupt on the conventional elevator pitch? Which typically has always been about you making a pitch to a potential business partner or employer in the shortest possible time frame. No one ever bought anything on an elevator. The elevator pitch isn’t about selling your idea, because a metaphorical elevator is a lousy place to make a pitch.

 

When you are trying to cram in your perspective, your truth, your nuance, your past & your ambitions, all the while being judged, as you ride up a few floors, in just a few seconds, it is a sure fire way to failure.

So, how about putting the shoe on the other foot? We move from elevator pitch mode to a question mode, the elevator question. Beginning a conversation with the person you wish to connect with. Understanding who they are and what they want and then mapping it against who you are and what you want. So the elevator is like your trial room to check if the fit is right. And if the fit is not right, it is a signal, an opportunity to help the other side, even if it is not from you.

 

Rejection sets in when there is a mismatch of needs, narratives and what’s on offer. Rather than salivating over the prospect of the other person hiring you or doing business with you or fund you, calibrate your mind to think that no one can do these things. While you do that, open up the sunroof to bring in the sunshine of what you can help the other side with( and there are plenty of people whom you can help, mind you). And one way is that help could also come in the way of NOT making a pitch to them.

 

Hustle is de rigueur in our culture but a pattern interrupt that will work best is not to fall into the trap of hustling others.

 

Building a personal brand is an art. If you agree, this article from BrandKnew could be of interest, https://www.brandknewmag.com/you-need-to-establish-a-personal-brand-to-succeed-in-the-workplace-of-tomorrow-heres-how/

 

ENDS

Customer Experience Is A Spectator Sport!

 

Before we set out, lets take a look at some of the world’s top tier customer centric companies:

 

Walt Disney: Stooping To Excellence

ACE Hardware: Helpful Hardware Place

Ritz Carlton: We Are Ladies & Gentlemen, Serving Ladies & Gentlemen

Amazon: Still Building The World’s Most Customer Centric Organisation

 

In an in increasingly commoditised, Red Ocean infested world, guess what is your organisation’s best product or service? CeX: Customer Experience.

 

The longest and hardest nine inches in Marketing is the distance between the brain and the heart of your customer.

 

With each passing day, interactions with customers move from private ( phone, email) to public ( social media, review sites and forums). The ‘Me’ in Social Me’dia is the Custo’me’r: Your job is to give them something to talk, yelp, post, upload, converse about

 

With each customer interaction on these public platforms, not only has your brand to manage the expectations of the original customer in question but also the emotions and perspectives of dozens or hundreds or even thousands of other customers and potential customers bearing witness.

That’s why it is more important to be mindful of what your brand says to the customers online but HOW it is conveyed as well. A minor choice in words could be the difference between an awesome customer interaction, and an unruly, offended mob!

 

Contrarian as it may sound, Employees First. Customers Second(there is a lot of meaning in this contradiction). Transfer the ownership of “change” to the employee in the value zone. You can’t have happy, enthused customers without happy, engaged employees.

 

The customer-centric company looks at customer service as a philosophy to be embraced by every employee of the company. It recognizes that there are both external and internal customers.

 

You need to get to the future, ahead of your customers, and be ready to greet them when they arrive”- Marc Benioff, CEO, Salesforce.

 

ENDS

Taking A Chance Called Luck!

 

As luck would have it..

 

This popular refrain has stood the test of time..both good and bad..

 

For all those of us staking a claim on luck..

 

Good luck seems something that has been unearned..a freebie..

 

And bad luck seems like an excuse..

 

It’s like being between a rock and a hard place..

The false promise of meritocracy decries luck in all its forms..

 

It goes for the countless things that happens to us in our lives..

 

That I was lucky to get that job or the contract..

 

That I was unlucky not to get that big meeting some years ago..

 

Giving credit(or blame) to luck makes it easier to get back to the hard work of making things better..

 

We do remain guarded about our luck..especially if there has been a windfall that has come your way or you have had a prized catch..the feeling that good luck is scarce, only adds to that sense of secrecy. Though you might want to attribute your new state of success to your skill or talent, on deeper introspection, you would be the first one to acknowledge that is not true.

 

So, WTL(What The Luck)?

 

While we are on this mindset you could take a look at this article on The Power Relentless Optimism in BrandKnew.

 

ENDS

 

The World Doesn’t Need Another Ad Agency! NO!

 

It’s amazing how a simple tap on the space bar can make such a difference.

 

Another ” is one of those odd English words that have multiple and contradictory meanings.One definition is ‘ being one more in addition to one or more of the same kind ‘, like having another car payment or another piece of pizza( two more things none of us likely need).

 

But ” another ” also means distinct or different from the one first considered. That puts an entirely different spin on things, and putting a space between the letters ( ” an other ” ), underscores the point.

 

The world rarely needs ” another ” but it will always welcome ” an other ” -particularly in the most mature, crowded, commoditized industries, where sameness leads to staleness.

 

Time after time another product or service gets superseded by an other product or service, making our lives more pleasant, more efficient, more productive or better in a host of additional ways.

Seeking ” an other ” is a sound strategy to keep pace with the inexorable march of creative destruction. In the marketplace, what is, will not always be, and what is to come, has not always been. The task of strategists therefore is to be agents of creation rather than victims of destruction. Our challenge is to pursue the new and unproven while we preserve the existing and profitable.

 

Unless you can ensure your company, brand or service is continually and legitimately, ” an other “, it will always end up becoming just ” another “.

 

As I conclude, I am encouraged to direct you to this article from BrandKnew about the need for Intersectionality in the Ad Industry.

 

ENDS

 

 

 

GPS Signal lost?

 

The past has no power to stop you from being present now. Often we allow ourselves to be upset by small things we should despise and forget. Preferring to hang onto its coat tails. And happy to play victim.

 

Grievance as the crutch to making things better is a disaster. Because if that is the preferred status quo, exploring possibilities and therefore resolution and progress becomes a non starter.

 

As Booker Washington put it ” Let our opportunities overshadow our grievances “.

 

Holding onto a distant past to justify a present grievance is baseless. Possibility rides on the bedrock of uncertainty. Because nothing in life is ever sure.

 

The assertion here, however, is that there really is no creativity without uncertainty. Put another way: dubito ergo creo. This is Latin for, I doubt therefore I create.

The outside world provokes, persists and insists that we change the story we tell ourselves. Our attitude doesn’t have to be driven by the outside world, but sometimes they overlap.

 

Specifically, when we experience uncertainty – no matter how uncomfortable and unsettling and destabilizing it can feel – the good news is that it opens vistas of possibility for new thought and action.

 

Organizations are created, powered, and led by people. To lead organizations well, we train people in disciplines such as marketing, finance, and leadership. But uncertainty presents a special challenge since few of us have received training in how to deal with it. As a result, although we may call for innovation, transformation, and change, most people back down at even the hint of risk, falling into a series of behavioral traps that limit organizations’ ability to grow and adapt. The challenge is that all growth, change, and transformation inevitably come paired with uncertainty. We have to go through the uncertainty to get to the possibility.

 

“In detachment lies the wisdom of uncertainty…in the wisdom of uncertainty lies the freedom from our past, from the known, which is the prison of past conditioning. And in our willingness to step into the unknown, the field of all possibilities, we surrender ourselves to the creative mind that orchestrates the dance of the universe.” ~ Deepak Chopra.

 

As a possibilitarian ( its possible to create new vocabulary, you see!), may I direct you to this article from BrandKnew which talks about unlocking your inner futurist?

 

ENDS

How about a New School Of Taught?

 

The education industrial complex pays little or no heed to Howard Gardner’s Theory of Multiple Intelligence. The theory claims that human beings have different ways in which they process data, each being independent. Gardner’s theory argues that students will be better served by a broader vision of education, wherein teachers use different methodologies, exercises and activities to reach all students, not just those who excel at linguistic and logical intelligence.

 

Because humans excel in different areas, Gardner’s multiple intelligences’ theory can provide students with a better understanding of how they learn. When students are able to identify which type of multiple intelligence they use to learn material, they can adapt the information to their learning (Bilash, 2009).

 

“What makes a child gifted and talented may not always be good grades in school, but a different way of looking at the world and learning.” —Chuck Grassley.

 

10 is the new 20; 20 is the new 40. Age is an obsolete default.

 

The predominant rote method of learning | teaching is actually a signal that you could do just enough work to persuade an overwhelmed teacher that you were compliant.

The opportunity going forward remains the same: Bringing insight and guts to interesting problems.

 

There is a high possibility that you get ahead in life for years and years because you got dealt good cards. But, very soon you realise that in the real world, attitude and effort, taking initiative and responsibility, showing up and shipping out consistently are what lands you a senior VP role, or a Broadway part or a Nobel Prize. Because these are the people who have put in the hard yards, showed up, understood, cared, and remained open to new experiences.

 

We live in a culture, unfortunately, that is highly biased towards connections and charisma.

 

What if we wear a different hat? Start celebrating the students who work the hardest, help others the most, lead by example, explore possibilities? Sending out clear signals to those on the sidelines that if you are willing to do all of that, you will be celebrated as well. Grades, marks, shiny trophies can wait!

 

If education is life itself, then we be better prepared. Or, we prepare better!

 

As I conclude I lead you to an article from BrandKnew on This high school that is designed for the jobs of the future.

 

ENDS

Sooner than Sooner or Later than Later ?

Crystal ball gazing can be a good hobby. And a better one would be actually seeing the future. A present forward to a scenario that will come about in a few years time. Ohh..ptimism !

 

William Pen once famously quoted ” Time is what we want most but what we use worst.”

 

What is history but a fable agreed upon? And the future happens slowly and then all of a sudden. History is a recent concept, the future even more so.

 

An impressionist painting of the future may not look rosy, but at least we are having them. With a possibility of doing something to change(for the better) what is on the anvil. On the flip side, the great strides in medicine, technology, energy production etc are sure salve for our nerves.

 

Of course, future generations will be mature enough to think even further ahead.

 

 

Fables and storytelling started off with ” once upon a time…”. The past was as much a mystery as was history. ” When I grow up, I want to be…” was the indoctrination that most of us received as kids. The fact that very rarely do our past and future align is a different matter altogether.

 

But, once you have made up your mind to create, construct, collaborate, contribute, to make art or do work that impacts, then how you look at time becomes sacrosanct. Time is either your friend or your opponent. Time is either something you use as a tool or something that works against you.

 

It is often used as an adage – time flies – that may not be exactly true, but it does move along. And a lot depends on whether you are using it as a tail wind or a head wind.

 

Small drops..make an ocean. Drip by drip by drip…show up, ship out. I started blogging ten years ago with no idea that I would be doing it a decade later. But here I am. And hoping to continue, learning, unlearning and striving to get better.

 

I am taking the liberty of directing you to what I feel would be a relevant read from the blog at ISD Global on ” 20% time ” – the most valuable time you can spend.

 

ENDS

ADVerbatim: Some micro and macro outlooks

The caption of this article is a bit of soft pedaling. I am quite uncomfortable with the word ‘ trends ‘ because it is in more ways than one camouflaging what is called ‘ herd mentality ‘ which leads to the inevitable SOS(Sea of Sameness). And in an increasingly commoditized world, you may be birds of the same feather, but..flocking together ??
Amidst the tempest of pandemic driven uncertainty and disorientation, here’s a crystal ball gaze at some obvious and not so obvious landscapes that the advertising industry could be witness to in the coming months.
– The biggest boycott in history to continue- I am referring to ad blocking– with over 600 million devices in its universe and growing, the wake up alarm has long been sounded for brands, agencies and advertisers. According to Hootsuite, the UAE has close to 40% of ad blocking( countries like Indonesia, India are at over 50%). Research states that one of the primary reasons for ad blocking is too many ads that are irrelevant, annoying and have nothing to do with creativity. Creativity is future proof and the sooner brand guardians get re-sensitized to that, in a pull and engage scenario(as against the widely practiced push and control), the better.
– Unless something dramatic happens, online programmatic advertising is writing its own obituary. Advertisers are being abused blind by adtech ferrets. Research from Media Post concludes that out of the US$200 billion global spend, 70% of advertising dollars spent on online programmatic advertising never touch a human being. In effect, $140 billion disappears in “ad fees, fraud, non-viewable impressions, non-brand-safe placements, and unknown allocations” (by “unknown allocations” you can read “shit that no one can figure out”).
 
– The pandemic brought first-time advertisers to many platforms, especially OOH and DOOH, 2022 will be no different. New categories like Fintech, NFTs, Crypto (with their supporting companies), and Online/E SportsWellbeing,EdTech, FoodTech categories will continue to flourish. After the dash for Expo 2020 attention, big opportunities will come to the fore for advertisers courtesy the FIFA World Cup in Qatar.
– Advertisers and marketers will need to be as nimble as consumers. The pandemic not only accelerated omnichannel retail but also created hybrid behaviours beyond how we shop. From a mix of virtual and in-person fitness to IRL experiences with digital extensions, how we work, play and live is fluid and consumers expect brands to keep up with the rapid pace. For marketers, that means mapping every consumer touchpoint and applying a collection of insights – location, identity, cross-device, in-person, in-stream, etc. – to creative concepts that earn consumers’ attention while respecting privacyThe agility of marketers to behave as nimbly as consumers will translate into brand loyalty in a rapidly growing hybrid world.
– A largely ignored, under served imperative will come to the fore for marketers and advertisers- Building company culture: The industry never had attrition rates as high as it had in 2021, and we’ve never had as many remote employees either. The Great Resignation continues unabated. Last year, the better organisations focused on retention and put a hyper-focus on recognition. Without in-person interactivity, you have to be so deliberate about your culture, especially during remote work. In the coming times, brands and businesses will put a lot of focus on how they create a culture of retention, diversity and recognition. Creativity will have to make a serious comeback.
 
– For better or for(commerce)verse- Last year we saw a continued acceleration of social with e commerce and sowing of the seeds of ‘ community commerce ‘ glued together by community, creators, shopping and entertainment like never before. In 2022, we’ll see social commerce give way to the “commerceverse” as people begin to move from entertainment to purchase. And as consumers look to build out their environment with virtual goods and experiences, brands will have the opportunity to connect with consumers in a surround-sound way.
 
– Agency In-Housing: The in-housing trend at brands will not go away, but it is in reverse — to a point. Turns out, it’s too expensive, too complicated and too political for many brands to do at any real scale. Especially when so many businesses are trying to wrangle costs, not inflate them, during a global economic downturn. The pandemic’s knock on the economy forced many marketers to live hand-to-mouth and the flexibility offered by agencies proved to be critical to survival.
– Artificial Intelligence will find a greater say in services like copywriting and content generation– especially with tools like GPT 3(Generative Pre-trained Transformer 3) -an autoregressive language model that uses deep learning to produce human-like text. It helps instantly generate high quality copy for Email, Ads, Websites, Listings, Blogs & More. Save Time And Money Writing Clever, Original Content And End Writer’s Block Forever is the pitch.
 
– One should have heeded this as a premonition- sometime back the Meaningful Brands study conducted by Havas told us that most people would not care if 74% of all brands disappeared for goodHow can brands bridge the gap between apathy and action, particularly with that all-important millennial audience – the biggest generation and the leaders of tomorrow as we collectively take responsibility for getting closer to the UN SDG(Sustainable Development Goals).If we want to change the world, we all have to be involved. All people, of all ages, every brand, no exceptions. Bridging that gap means recognising that brands can be citizens too, with a responsibility to promote, share, create exposure and help to make change. Most importantly, brands can help people to connect to a political process that will make an impact on the world they live in – and that their children will inherit – to act as citizens themselves and not simply as consumers. That is a brand’s role as a citizen – to help consumers be citizens too.
 
To quote Woody Allen, ” 80% of success is just showing up “. There is no better time to create a bright future.
 
– Playing it by earWhile our eyes may be ‘maxxed’ after more than a year of relentless screen time, our ears have bandwidth. Our ears are more reliable curators, opting for human connection and unscripted conversations that podcasts and radio provide. A recent WARC Lion’s Intelligence study showed consumers now spend a third of their media time with audio, but most brands spend less than 10% of their media budget with audio. There is no question brands need to right-size their audio investment. But, getting beyond the spreadsheet and learning how to create a real human conversation with the consumer is the secret to winning with audio. Here’s to more conversations about how brands can get heard and get growth with audio in 2022.
 
– This is how the cookie crumbles:The impending demise of third-party cookies has drastically altered the digital advertising world while simultaneously highlighting how vital first-party data is and will be into the future. For now, first-party and third-party data will continue to exist, and advertisers can maximise this opportunity to run various experiments to ensure they are ready for when third-party cookies are no longer a source of targeting data. Brands that embrace first-party data, contextual advertising, and other third-party data alternatives today will be the industry leaders tomorrow.
– RIP to RFP? : The RFP(Request for Proposal) bandwagon indulged in by enterprises from agencies to extract the cheapest possible price for their services. This comes with scant regard to competence, expertise, empirical evidence and worse who contributes the original idea which is now happily being sacrificed at the ‘ cheapest pricing altar ‘. And we are all aware that ‘ insider trading ‘ is not just restricted to the stock market. Time to cremate this archaic, merit agnostic practice.
 
– Measurement will be back as the next frontier in 2022 — fueled by the unprecedented rise of CTV, the uncertain future of cookies and identity transactions in digital, and the disruption of Nielsen ratings. As we build for an ever-interconnected digital future, the ‘measurement reset’ is an opportunity to build the relationships between consumers, content creators, publishers and their advertising partners.
 
– Meta will emerge as part of brand experience and communication conversations and NFTs(Non Fungible Tokens) will begin to come into the brand ecosphere but we are still some time away from these becoming right, front and centre.
 
I remain conscious of brevity and hence would come to a halt here though there are quite a few more that I would have liked to list as we telescope into the emerging future of the advertising and marketing industry. Maybe in a separate piece.
 
ENDS
Suresh Dinakaran – Chief Storyteller at ISD ISD Global, a Dubai based branding and ideas hotshop and the Managing Editor of BrandKnew, a multifaceted media asset, published across print, digital and web versions.

Cheap Signaling, Power Dynamics..

Cheap Signaling, Power Dynamics..
Courtesy: The dictionary meaning may seem a bit out of place in this context but here it is nonetheless: ” the showing of politeness in one’s attitude and behaviour towards others “.
 
For all the education and training providers in the market, there is a great opportunity. Offering specialised courses in Professional Courtesy 101. Get ready to laugh your way to the bank. The market is dying for something so fundamental.
 
A bit of a back narrative if you permit me. 
 
Let me circle back to an era(read Pre Covid) where travel was a breeze. When geography was truly history. Early in the year, I had set up a meeting in another country with the Founder/CEO of a leading premium real estate experience entity. He had inherited the business from his self made father who had built a mega infrastructure building corporation over the years. The meeting was to showcase a strategic roadmap for his organisation and share creative communication templates that are in sync with the strategy. Our team put in the emotional labour, ran the hard yards and created something truly magnificent. After all, we were meeting the scion, a decision maker, a business leader and as is our wont, we were prepared to deliver the best. The meeting was fixed almost a month ahead and I had planned my booking and travel accordingly. On the appointed day, yours truly set out, full of belief, confidence and exuberance to meet the revered appointee. The drive was a good hour and twenty minutes away and factoring in traffic bottlenecks, the lead time to reach destination was a good two hours. I must confess that other than optimism, hope and high enrolment, I had no premonition of what was to come. Reaching well ahead of the appointed time, imagine my plight when I was told by his hapless secretary that he will not be in office today as some other meeting had come up and he would not have the time to meet me. I reconciled to the situation as quickly as I could(after all I had flown in from a different country to meet) and offered the secretary that I wouldn’t mind the meeting being rescheduled. That is when I realised she was helpless too. Prompting me to take things into my own hands. During the rest of the day, I tried reaching my ‘ appointee ‘ on 9 different occasions on his phone, sent messages separately  by Email and Whats App, but to no avail.
 
It’s been ten months since that date and I am still to hear from him. Forget an apology or regret, absolutely NOTHING. Now you know why I suggest the huge potential of Professional Courtesy 101.
 
The next messperience is closer home. Well within our geography. But this meeting made the very concept of courtesy, history. The client in question here is an uber premium automobile brand. So, not unreasonably, we had high expectations. Well before the appointed hour, me and two of my senior leadership team members of ISD Global arrived with our usual appendage: professionalism, confidence and complete preparedness. Projection screens were set, rest of the AV equipment along with our team members were raring to go as well. The buzz in the room was palpable. That was the end of it though. The three executives on the other side of the table were completely oblivious to the fact that there was a meeting by appointment, there was a presentation being made and there was an agenda that was mutually set prior to the meeting. They were all focused on their laptop and mobile screens with so much intensity that they couldn’t care less there were other people in the room seeking their attention and presenting something that they had asked us to. In such a situation, there was no way that the rubber could hit the road. That was my neutral observation.
 
They did not even know we left the room and the meeting. They ghost walked into the meeting and ghost walked out I guess. Now you know why I suggest the huge potential of Professional Courtesy 101.
Pardon me for going on and on, but here is another one, I promise, this is the last. This meeting is with the Director of a leading Furniture brand. Here again, history repeats itself. In the sense, that this gentleman has inherited the business empire from his father who had built it from scratch. The meeting also included a very professional and enthusiastic marketing head, a recent appointment at the brand. Her energy and commitment was total to give credit where it’s due. That set the hopes high. At the appointed hour, the meeting begins. It was scheduled to be a one hour meeting and the first thing we hear from the Director is that ‘ I have only 20 minutes ‘. Being agile and aware, our team was on the ball to recalibrate and pivot to the new time starved reality. We instantly realised there was a north south divide. Or a church and state relationship. If the projection screen where the presentation was happening was in the north, our 20 minute hand me downer was looking exactly the other way to the south buried deep into his mobile phone. Probably at last count, he had looked at his mobile about 40 times during the course of that ‘ 20 minutes ‘. I can promise you, at the end of it, he certainly was NOT the ‘ Apple of our eye ‘!
 
I am always wonder struck as to where all this stems from- is it a serious inferiority complex? Is it insecurity? Is it clanning? Is it power dynamics aided by cheap signaling? You bet the jury is out on this! But what I am certain about is the tremendous potential of Professional Courtesy 101.
Providers anyone? There is a big market out there waiting to be served!
 
 
ENDS