The One Word Every Small Business Needs In Sales and Marketing

By Jack Yoest Consistency. The wrong combination of what the small business offers and then delivers can leave a bad taste. The salt-water taffy candy tasted terrible. It was safe to eat and would hurt nothing but sales. And it was my fault. Your (much younger) Business Professor did it on purpose. It started as a noble experiment but then devolved into a base prank. One summer, I was working as a candy cook with two other bored confederates. We dreamed up a chemistry research project combining two of the five senses: color coordination and a taste response. No animals were hurt in this human testing. Our hypothesis was simple, “If the taste and coloring were different, would the tongue taste what the eye saw? Or would the eye see what the tongue tasted?” So we mis-mixed the purple coloring with the lemon flavoring, instead of with the grape additive. And we combined the yellow lemon coloring with the grape flavoring. This produced a mixed-message that tasted awful, or so I was to
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