The Danger of Mystery Marketing

Have you ever worked with someone who, when asked what they actually do, gives you a vague, jargon-filled answer that leaves you more confused than when you started? I went out for a relaxing dinner with my wife, and all I wanted was a familiar, satisfying beer. What I got instead was a long list of cryptically named IPAs and a server who couldn’t explain a single one of them. That’s when it hit me: we’re not just talking about beer; we’re talking about branding, clarity, and how we present ourselves or our products. In this quick, five-minute Pocket Sized Pep Talk, I’ll share what a confusing beer list can teach us about how not to sell, and why mystery may be fun in fiction but dangerous in business.