Lemmings

When it comes to Sales and Marketing, the conventional wisdom is usually wrong.

Think if it this way: If you spend all your time and money trying to show people how your business, product or service is unique, why would you go to market doing what everyone else is doing?

It's not that you can't or shouldn't use the available channels and media. The problem is that if your uniqueness is lost in the process, you might as well not play.