...this twenty something go-getter went at length about the company's unique product development, their sophisticated branding strategy, results from in-depth focus groups, and the long and unbelievably expensive creative process they had gone through with their ad agency.

He had previously overnighted their direct mail pieces along with design mockups for future tests. They were gorgeous. Four-color printing, high-quality paper, die cuts, the works. But they all lacked three important things.

So I told him what I'm going to tell you. It's painfully obvious. So obvious, you will...

NOTE: All illustrations and photos have been removed from this article.



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