The sign vs. the signal

The person running a motel can hang a sign saying, “luxury hotel,” at the front. That doesn’t mean anything if nothing about the motel changes. The description doesn’t match the product, and people will quickly see through that. 

The person running a luxury hotel doesn’t have to hang a sign saying anything. They can just take photos of the place. Or better yet, let the guests do the photography and talking. In fact, if there was a sign, it would look redundant. The product speaks for itself.

Don’t fall for the signs. Learn to read the signals.

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