Half a Dozen of One

I have always hated clichés, but they can be useful as a tool.

Marketers are always looking for the “best of both worlds.” Who wouldn’t want it? When marketers talk about a website they want the traffic and control. The problem with shooting for this overlapping euphoric situation is that generally they’ll sacrifice in the details of differentiation and end up with something that doesn’t achieve in the sell. The best of both worlds usually doesn’t exist. I’d say shoot for that best in the one world. Compromise is something intermediate between different things, a little of this and a little less of that. Remember the old one about the bulldog and the  shih-tzu?

It’s like a boutique buying the canvas boots with the fringe because Vogue said boots and fringe were both going to be big this year. It sounds good on paper, but there’s a reason the two were separate, leaving you with an ugly boot overstock situation.

When in doubt, make the most of one.


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