What’s not… I read a piece today that made me think about the difference and the impact of what is and what is not. The author draws a parallel between a style guide and a menu. ‘A manual of style () and a menu share one important point in common: both impose limitations. The word "menu" is from the Latin - minuere, to diminish. You can tell as much about a restaurant by what isn't on the menu as by what is: a chef doesn't try to cook everything, or to appeal to everyone's tastes. A stylebook imposes its limitations on the varieties of a written language: it's from these many acts of limitation and diminishment that a style is formed.’ Marketers are guilty of always focusing on the point of difference, the proposition, the benefit, the key feature. We often ignore what the product/ service does NOT do or offer. Just like a menu tells you about what you can eat, what is not on the menu possibly says more about the restaurant and the chef than the ...