November 16, 2006
News & Opinion: Finish This _______________.
Thats where our imaginary friend, Janie, comes in. Janie says the beginning of an idea and its up to us to figure out the rest of it. Sometimes, the missing element is a name, i.e. Janie says I love this new soft drink because it is so fresh-tasting. No wonder they call it _______. Other times, it is an emotion, i.e. Janie says, I love this new credit card because it makes me feel _______.
Using this technique is a great trick and a no-lose proposition. First of all, we avoid the ignorant, knee-jerk (opinion-laden) responses that come had I put the word you in Janies place.
In fact, Janie called us this morning from her cell phone and told us that she loves the new feature on her new stapler that tells her when shes about to run out of staples. Her cell phone signal ran out, so we had to just guess what that signal was. Can you think of at least one? Good, then Janies done her job.
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By Lynn Altman, author of Brand it Yourself.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.