Elizabeth Holmes

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Heather Fletcher is senior content editor with Target Marketing.

False marketing doesn’t pay. On Wednesday, Forbes.com downgraded a member of its billionaires list, Theranos CEO Elizabeth Holmes, now listing her as having an estimated net worth of “nothing.” Nada. Zilch. Zero.

The Macmillan Dictionary defines charisma as: NOUN/ ka 'rizzma—a strong personal quality that makes other people like you and be attracted to you. The Wall Street Journal's Elizabeth Holmes wrote a 1,296-word essay titled: "How to Develop Your Personal Presence on Social Media and in Real Life." The subhead is: "Presence, a Mix of How You Look, How You Communicate and How You Behave, Influences Your Social Stature and Ability to Climb the Ranks." Included were a slew of tips on developing: "Your authentic self, combining strength and warmth."

Have a look at the photo to see the cover of ULINE's Spring/Summer 2014 catalog—628 pages offering "over 29,000 packaging, shipping, industrial and janitorial products, ready to ship today." My guess: It cost $2 in the mail. I do not believe I have ever placed a single order with Uline, and yet I have been receiving these behemoths for more than 30 years. The obvious conclusion: Uline's accountants use an abacus.

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