It’s not about being right, it’s about not being wrong

The Budweiser principle.

On Madison Avenue, one of the theories I was taught was the Budweiser principle.

How Budweiser got to be the biggest-selling beer in the world.

The secret was: it was everyone’s second choice.

Nobody loved Budweiser, but nobody hated it.

It worked like this.

Supposing I was going to the store to get a case of beer for the weekend.

My favourite beer might be Pabst, but that tastes too hoppy for some people.

So I get a case of Pabst but I also get a case of Bud in case any visitors come round, because no-one objects to Bud.

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