Irvin Borowsky

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.

* In other words, if Steve Jobs had been vague about when product will be ready, Apple owners would happily buy the current stuff. As it is, many of them will grit their teeth and wait until 2006-2008, becoming ever more unhappy as their non-Apple colleagues buy the flashy new PCs from Sony, Toshiba and Dell, and crow about all the goodies and advances. * Promising a date certain on forthcoming products can be a ticking time bomb. For example, from The Seattle Times: Emirates, the largest customer for Airbus' new superjumbo A380 jet, said yesterday it is seeking damages from the European

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