Once upon a time, there was a schmuck in the middle of flyover country. Every day the sun came up and mostly he would get up and go to work, managing an Exchange server, responding to end users and their endless tricks, or dabbling in the dark art of directing third party creatives in their efforts to produce brand websites. The weekend showed up every five days. Some things remained the same. Happily, other, far more interesting subjects reappeared, and the schmuck could lose himself in passion-based projects that he wanted to do.
Little did he know that this humble, sometimes mind numbing routine was forming the foundation for a book.
Yes, a book, simply based on real world examples pointing out the differences between specialty and commodity. More than that though, the examples bring out other issues in culture and society that show why an awareness of this powerful, yet hidden word pair can benefit the reader as they work through job and purchasing decisions. The book goes further in pointing out how specialty and commodity influence search and discovery and, in turn suggest word choices that align with a potential customer’s mindset.