A favourite cartoon depicts a sales rep trying to grab the attention of a medieval king directing a battle in which arrows are being exchanged. The salesman has on offer a Gatling machine gun and boxes of ammunition. A short burst would be a game-changer. Alas, the king is too busy to see him.
When we advertise in the media, we cross our fingers. If we are honest with ourselves, we know in advance that there is no guarantee that more customers or higher profits will result from transferring our money to the newspaper owner’s bank account.
The chairman of an American car-making giant was the first to see the light. He couldn’t understand why Japanese rivals were outselling his company’s equally good products.
Michael Walsh Stories and Books 
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