It does not tell much about our product.
What about talking about that feature we have spent all that money on?
We should probably play it safe.
I don’t think it’s going to work.
It’s nice, but it lacks appeal.
Why don’t we put a nice picture with a smart description of our product capabilities?
I am sure whoever is behind this genius campaign by 3M has heard some versions of this many times, as many marketers have. Some give up, some persist.
One way or the other, keep in mind that people are not moved by rationality.