Franklin Watts

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

red·line, /'red,līn/, intransitive verb: to withhold home-loan funds or insurance from neighborhoods considered poor economic risks; and transitive verb: to discriminate against in housing or insurance—Merriam Webster. My six-word definition of marketing: Find profitable customers; avoid unprofitable customers. In actuality, that's redlining.

Steve Jobs was one of the greatest conceptual thinkers—and creators—of all time. Lots of entrepreneurs can visualize a product or service and produce it.

IBM made computers. Bill Gates makes software. Steve Jobs closed the loop. He not only saw oversaw every aspect of the hardware and software, he got inside the head and under the skin of the users, thought what they thought, felt how they felt and literally became a user.

Jobs was what I call a “Method Marketer.”

As a result, Steve Jobs was a consummate marketer as well as an entrepreneur. For example, Jobs told Walt Mossberg that he was intimately involved in the design of the Apple retail stores right on down to approving “tiny details like the translucency of the glass and the color of the wood.”

As a columnist for this publication and creator of the e-zine BusinessCommon, I constantly receive e-pitches from PR types to do stories about some CEO or company, or e-sales pitches to buy something.

"When in doubt, do the obvious,” said my first mentor in business, Franklin Watts. In 1993, my wife, Peggy, and I bought a Center City Philadelphia fixer-upper row house, which we gutted and turned into our dream pad. However, a number of the designer light fixtures were esoteric—not the kind stocked at the A&P or even The Home Depot.

In 60 years of watching television, I never saw anything like it. At one end of the witness table facing the House Committee on Oversight and Government Reform sat perhaps the greatest pitcher in baseball history, Roger Clemens, winner of seven Cy Young Awards. With short haircut and dressed in a conservative blue suit and rust-colored tie, Clemens was articulate, forceful, and sounding wounded and angry. At the other end of the table was sports trainer Brian McNamee: thin, with small eyeglasses, small mouth and projecting thin chin. He answered the questions from Congress in a monotone. It was a contentious, nasty hearing. At

It’s not often that you will find my wife, Peggy, and me jumping up and down in front of the TV set, pumping our fists and screaming, “Go girl! Go!” Such was the case last Saturday during the thrilling stretch dual between Rags to Riches and Curlin in the Belmont Stakes. As sometime devotees of improving the breed, Peggy and I are above-average horse-pickers. The four secrets of success: (1) Know when not to bet; (2) Never bet the favorite to win; (3) Expect to bet only on one or two races a day—maybe three if you’re lucky; (4) Know the rules and

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