Product manifestos should be called manifests. "People who believe X have seats reserved on this product. The rest of you fuck off."
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the word play could be turned to positive ends for the many businesses which don't define audience: "you can't fit everyone on board"
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or just let the products do the talking and let users form beliefs. Focus marketing on what your product does, not why.
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v interesting because so counter intuitive: you're suggesting the rec'd wisdom of benefit-based marketing is patronizing/exclusionary?
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I am suggesting being patronizing and exclusionary is patronizing and exclusionary. Advertising benefits is fine.
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