Papayawhip, Peachpuff or Peru: Design Advice That Could Save Your Career

by Mike Schultz

Published on May 11, 2004

Tags: Collaboration, Customer Acquisition, Logos, Websites

Dither noun: A state of indecisive agitation: Company management was in a dither about the new round of graphic designs. Everybody had strong opinions on what they liked and didn't like.

Dilatory adjective: Tending to postpone or delay: The graphic-design process had a dilatory effect on our ability to do anything in marketing besides work on designs. Could this drag out any longer?

Delusion noun: A false belief strongly held in spite of invalidating evidence, especially as a symptom of mental illness: The team seemed under the delusion that choosing between possible brochure trim colors of papaywhip, peachpuff, or peru would make any difference in marketing results.

(Three actual colors. Who knew?)

The Long and Winding Road

When many people think of marketing, they think of ads, logos, taglines, brochures and (nowadays) Web sites. It's understandable. Ads and brochures are what we see every day, and we all have opinions of what we like and don't like.

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Mike Schultz is president of RAIN Group, a sales training, assessment, and sales improvement company. Mike is author of Rainmaking Conversations: Influence, Persuade and Sell in Any Situation (Wiley, 2011) and publisher of RainToday.com. He also writes for the RAIN Selling Blog. He can be reached at mschultz@raingroup.com.

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