Posts tagged marketing
The Emperor’s New Value Proposition

Most of us remember the story of the Emperor’s new clothes.  For those who need a refresher – the story tells of the Emperor who cared for nothing but his appearance and attire and who hired two tailors who promised him the finest suit of clothes from a fabric invisible to anyone who is unfit for his position or ‘just hopelessly stupid’. The Emperor cannot see the cloth himself, but pretends that he can for fear of appearing unfit for his position; his courtiers do the same. With each successive description of the swindlers’ wonderful cloth, it becomes more substantial, more palpable, and a thing of imaginative beauty for the reader even though it has no material existence. When the swindlers report that the suit is finished, they mime dressing him and the Emperor then marches in procession before his subjects, who play along with the pretence. Suddenly, a child in the crowd, too young to understand the desirability of keeping up the pretence, blurts out that the Emperor is wearing nothing at all and the cry is taken up by others. The Emperor cringes, suspecting the assertion is true, but holds himself up proudly and continues the procession.

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