“Another pet peeve is marketing based on the “ours stinks less than theirs” approach. As a customer of a well-known cellular company, somehow their tag line of “fewer dropped calls” isn’t very reassuring–would you go to a surgeon who promised fewer dead patients? How about a newspaper that promised fewer wrong stories? Now to be fair, it does pass the “made to stick” test as it is firmly implanted in my brain, but it serves as a constant reminder of the deficiencies of my mobile service–probably not the intended result.”
Additionally he gets additional points for the shout out to the Heath Brothers. Authors of “Made to Stick.” Great book.