Where Are The Humans?



We have talked about this before, and I thought by 2013 we would have moved on. But no! Marketers in the B-2-B space are still writing as if they are communicating with droids and not humans. It’s the use of business jargon to which I am referring.

You may know that you have an end-to-end solution that transforms business across the value chain by managing and streamlining complex implementation processes, providing strong domain capabilities that allows clients to launch multi-product customer oriented offerings, accelerate time-to-market, and multiply distribution channels.  And you may understand that, but no one else does.

Clearly your core competency has been affected by drinking the Kool-Aid, and you also are probably empowering your customers by leveraging your company’s best practices. The learnings you have gathered from your vertical, scalable ecosystem are probably actionable.

Please allow me to disambiguate. If you are guilty of writing like this, shame on you! Stop it immediately or I am going to come over there to downsize your intellectual property.


About the Author

Harry Hoover
Harry Hoover is a partner in My Creative Team, the agency that makes Fortune 1000 clients look good. His communications career spans 35 years and runs the gamut from print and broadcast journalism, government and corporate communications to advertising and public relations agencies. He is the author of Born Creative: Free Your Mind, Free Yourself and Moving to Charlotte: The Un-Tourist Guide.

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