creating confusion

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 ...yes?⠀

Creating confusion can be easy to do when we market from an “within the business” perspective. We understand the words we use, the content we create, and how we’re trying to position our business. ⠀

OF COURSE we don’t sell overstocked goods...even though our name says otherwise. Isn’t it obvious?⠀

...no. ⠀

But what seems obvious to us can seem confusing to customers if we don’t use words, create content, and create a position from an “outside the business” perspective. ⠀

One of the most insidious things we can do to our businesses is assume that people should be think like we think, that they know what we know, and that buying from us should be obvious.