#120 How to show your firm’s members are “the safe choice” (and why that matters)
In the days of mainframe computing, there was a saying: “Nobody ever got fired for buying IBM.” The machines produced by Big Blue (as it was called) might be pricey, but they had a reputation for reliability. Their salesmen (and they were nearly always men) wore blue pin-striped suits that matched their company’s logo. The company’s reputation meant that any executive could defend the decision to choose IBM over its competition. IBM was the safe choice.