The Proof Is in the ROI
Lawson Abinanti - March 30, 2004

Introduction

In helping clients develop their marketing position, I tell them that sooner or later, they have to dig down to uncover the truth about their products. Not what they think (and hope) is the products' true nature and value, or what it was "designed to be," but the real, bedrock truth. Digging takes effort, and you may not find what you thought was down there. But it's necessary, because you had better be able to prove any claim you make...