I had the pleasure a few years ago of meeting and spending a few minutes with Joe Clark, the baseball bat-wielding principal of troubled Eastside High School in Patterson, New Jersey. Clark’s success in turning the school around earned him a good deal of notoriety, and his story eventually was made into the movie, “Lean on Me,” in which actor Morgan Freeman played his part.

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We marketeers do a pretty good job of informing our audiences about whatever product or services we pitch. We inundate them with lots of facts and figures that tout all the benefits, advantages, and features. But do we invest as much time and careful attention in making sure those same folks understand what we’re telling them?

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