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I caught a commercial for the Chevy Volt and said to my wife, “Why would Chevy (or any company) want to associate with someone who comes across as being so stupid?”

The lady in the commercial was saying that because the Volt runs on electricity most of the time she forgot how to fill the gas tank. Give me a break and yes, I know, it’s basically a metaphor for great mileage, but when people talk about the dumbing down of America, this is a prime example.

We see this all the time. Advertisers, marketers and entertainment producers search for the lowest common denominator. While sometimes this is fun for some mindless entertainment so you can relax, don’t let it carry over to your business.

Try to be exclusive. Be the jewel that shines the brightest. The tune people can’t get out of their head. When you set yourself apart from the masses, you’ve created value. It doesn’t matter if you have one or 100 employees, if you’re the solution, you’ll do well.

“Don’t be afraid to behave as if the truth were not true.” Bayard Rustin

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