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95 Theses 22-28
22. Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk and a genuine point of view. ,[object Object],[object Object]
23. Companies attempting to “position” themselves need to  take  a position. Optimally, it should relate to something their market actually cares about. ,[object Object],[object Object]
24. Bombastic boasts – “We are positioned to become the preeminent provider of XYZ” – do not constitute a position.  ,[object Object]
25. Companies need to come down from their Ivory Towers and talk to people with whom they hope to create relationships. ,[object Object],[object Object]
26. Public Relations does not relate to the public. Companies are deeply afraid of their markets. ,[object Object],[object Object]
27. By speaking in a language that is distant, uninviting, arrogant, they build walls to keep markets at bay. ,[object Object],[object Object]
28. Most marketing programs are based on the fear that the market might see what’s really going on inside the company. ,[object Object]

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95 Theses 22 28