“**No one ever got fired for buying IBM**’ was never the company’s official slogan – but when it gained currency among corporate buyers of IT systems, it became what several commentators have called ‘the most valuable marketing mantra in existence’. **The strongest marketing approach in a business-to-business context comes not from explaining that your product is good, but from sowing fear, uncertainty and doubt (now commonly abbreviated as FUD around the available alternatives**.” --- **Tags** -- [[quotes]], [[fud]], [[incentives]] , [[story-bias]] , [[advertising]] , [[marketing]] , [[psycho-logic]] , [[alchemy]] , [[defensive-decision-making]] **Source** -- [[202407221554 - B - Alchemy]]