You have to speak many languages. The business language of numbers. The golf language of values and heritage and the future. But you must also be fluent in the language the consumer speaks.
Not speaking in the language of the consumer can be pretty fatal. Just ask Hewlett Packard about their “tablet”.

Its failure is described on Wikipedia as being down to a lack of
applications the mass-market consumer would want and lack-luster advertising.

Their advertising was in the language of the industry, NOT the consumer.

Apple didn’t make that mistake with the introduction of the iPad.

From the beginning, they told my wife that she could take and keep a photo library of her
grandchildren and dogs, and get
to it easily.


They told parents that their children could easily read any book or learn a new language, or learn anything.

They spoke in the language of the consumer. They bought over 350 million iPads.

Speaking in the language of the consumer makes all the difference if you want to sell an iPad,

Or a golf lesson

Or a set of irons

Or a membership.

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