Ike: Your job as a marketer is to listen. The best thing you can do is realize you don't know anything. Only use what you hear. Check it through the person internally who is like closest to the customer, best understandse customer. If they're not going to respond well to your sage because it sounds different from how they talk, then what is it than? What the hell is your message doing out there? It doesn't matter if the c m o or brand person likes it. Nobody hires me because i'm some flip and whiz kid when it comes to understanding engineers. That's like the vast majority of your job.