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Opposite Test

Take the opposite test. How many times have you read a product description like this? “Our software is scalable, secure, easy-to-use, and fast?” Companies use these adjectives as if no other company claims its product is scalable, secure, easy-to-use, and fast. Unless your competition uses the antonyms of the adjectives that you use, your description is useless. I’ve never seen a company say that its product was limited, vulnerable, hard-to-use, and slow. —Guy Kawasaki

Written: September 18, 2020

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