Agreed - my point was in reference to the OP who wrote: "Meanwhile, in marketing school, there's a teacher writing on a whiteboard: "Never ever tell anyone what

Agreed - my point was in reference to the OP who wrote: "Meanwhile, in marketing school, there's a teacher writing on a whiteboard: "Never ever tell anyone what your company does." Any decent marketer, imho, would argue against not telling people what your company does (it's usually the CEO making that case) - the good marketer just moves the "what you do" to behind a value/benefit.