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this week's Marketing
The Price of Cynicism
"After all, when was the last
time you read a book cover to
This little throwaway comment
smack in the middle of a
detailed post on managing a book
launch said volumes to me. I
write books for them to be read,
not simply to be bought. But
this author was winking to the
reader, suggesting that books
are some kind of
in a game of making money, which
made me stop reading
Jokes are one thing, but it's
cynicism to imply that the
very enterprise you are engaging
in is a sham, that it has
something fake or rotten at its
I've seen this sort of thing
before, when consultants or
lawyers post sayings that,
underneath the humor, suggest
that their own profession is a
high-priced ripoff of clients.
Apparently they do not realize
that they are undermining their
Unless you're in the business of
entertainment, cynicism hurts
you in business. After all,
don't clients pay you because
they earnestly, actually want
what you are selling?
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