Still a “tool” by any other name
A marketing manager I know stopped me in mid sentence. He didn't want me to call his business intelligence product a "tool."
Why? "It sounds small," he said. But it is small, I pointed out. It's smaller than many others in its space. It's downloaded in under a minute and unpacks itself on a desktop in a few minutes.
But he waved that rationale away as if …
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