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September 17, 2007

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Referencing the competition is great advice; not only is it useful, but more importantly, you're speaking the product manager's (and marketing's) language. I've always found over-emphasis to be a fight with clients, from the more sophisticated situations you're talking about to the people who want every new item to have ***NEW!!! next to it, accompanied by dancing hamsters and the theme song from Rocky. It's hard to convince someone that, if you emphasize everything, you effectively emphasize nothing.

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