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.
If you don’t believe that the language Apple talks to its consumers is
significant, then stop reading now. If you think it is (and 350 million iPads sold says it is), then let’s do some self-examination.

I have seen many videos and short posts recently describing the two new Titleist golf balls.

How many have you seen? How many times have you heard “best ball we’ve ever made”? How many times have you heard trajectory and spin talked about? How much is the composition of the cover part of the

Here’s what I think:
Most consumers want to know whether you recommend it; and WHY IN RELATION TO THEIR EXPERIENCE.

Most consumers want to know will they notice a difference; and HOW WILL THEY EXPERIENCE IT.

And why don’t you ever pick out a list of names of your golfers who ought to play the Pro V1 and those that should play the Pro V1x? That would show that more important than knowing your golf balls; you know your consumers, and you can talk their language.


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