Abbott and Costello, the legendary comedy duo, are best known for one of the classic dialogues in comedic history, "Who's on First?" The entire six-minute bit comprised Abbot trying to explain to Costello the names of the players at each position on a baseball team. The problem was that the guy on first was named "Who" and the rest had names such as "What," and "I Don't Know," and "Why."^†

It's a classic case of one person knowing exactly what he means and the other totally bewildered by the certainty (and inflexibility) of the first.

Say What?

When a consultant says to me, "I work in the premium value space, and my Upstairs Growth First lead generation system creates competitive gaps for indirect retailers," I look for the nearest bar. And I've been around the block a few times, consulted with the best and the brightest, and have created enough intellectual property to have supported 27 books and a thousand articles and columns.

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