| This is what I call the 'Malcolm Tucker Test'. Malcolm Tucker is a character from the BBC TV series The Thick of It, which is a sitcom set in the British government. His role is the PM's Director of Communications, and is allegedly based on Alistair Campbell, the real-life Director of Communications to Tony Blair (who was PM at the time the programme was made). Tucker starts off the show as the 'all-seeing, all-swearing'[0][1] villain, but quickly becomes the hero by virtue of being the only competent character. The Thick of It is notoriously true to life: numerous insiders from the last British government told journalists that the only difference between the programme and the reality of government is that in The Thick of It, no one ever says, 'This is just like The Thick of It.' There's a scene (I forget the context) in which Tucker snarls into a phone, 'How much shit's on the menu, and what fucking flavour is it?' This is the Malcolm Tucker Test. My favourite failure was the AWS Pricing page, which until recently had no prices on it. Quadrants 2, 3 and 4 fail the test by telling us what the flavour is but not telling us what's been flavoured. The slogans in Quadrants 2 and 4 aren't as bad as they're painted here, though. Those are big multinationals selling to other big multinationals; their customers aren't compelled by specific assertions of value because their customers' decision-makers don't understand that value in such specific detail. [0] https://www.youtube.com/watch?v=qjKHPv7b3fQ [1] https://www.youtube.com/watch?v=uYfHB-b3jvA |