Playing 20 Questions

While walking my dog in town yesterday, I strode up Main Street (Boonton, NJ) and, glancing right, saw that a new business was occupying one of the storefront retail spots.

I saw chairs. I saw desks. And a small sign, identifying the occupant as PMD.

That’s it. If I was a potential customer, I didn’t know it – nor was I going to stop and ask.

Now, I make so secret of the fact that I despise meaningless names, especially when they are a jumble of letters. But even if this company was open for just one week, or about to open next week, shouldn’t there be something to tell me what it is about?

PMD could mean Plaster Mask Designers. It could stand for Plutonium Manufacturers and Distributors. Or Paul, Mike, & Darryl. By itself, without any other explanation, it’s just a Potentially Meaningless Description.

Besides coming up with a real name, all it would take would be one eye-level sign: New Jersey’s Only Nutella Bakery (or whatever) – and now I know why you’re there. Without having to ask questions.

You have 3 seconds while I’m walking past your retail store. Or driving past your billboard. Or browsing by your tradeshow booth. Or visiting your website. And I don’t have time for 20 questions.

Give me the one message that matters, at eye-level, in 3 seconds. Your Purpose that Makes a Difference (PMD). Or you’ll just be another acronym in memory’s dustbin.

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About Steve Woodruff
Steve Woodruff is a blogger, a Connection Agent, and a consultant in the pharma/healthcare industry. He specializes in helping people and companies make mutually beneficial connections.

3 Responses to Playing 20 Questions

  1. Awesome analogy (and different ideas for those jumble of letters). Businesses need to realize they are marketing themselves every minute of every day. I guarantee you they thought nothing about the sign that went up…which goes to show how they’ll probably feel about marketing when they do open.

    Pretty Mediocre Decision.

  2. tobeydeys says:

    Have to agree with you, Kirsten … brilliant analogy, Steve! (Great PMD, Kirsten – although the Plutonium might come in handy …)
    You do make a great point – coming up with a ‘name’ is tough. I suspect businesses want to seem groovy or hip with their moniker but end up being mysterious. Thanks for your insight :-)

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