I know it is McD's (in the image below), but they know what business they are in. Do You? Hint: You are not in the Internet business. Nor the voice business. You are in the technology delivery business coupled with making the tech invisible to the user business.
I wrote in my TMC blog this morning about all the acronyms we use and all the jargon we use. It is all Charlie Brown's Teacher to the prospect, to the marketplace.
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