Whenever I do a live presentation I include a bunch of shots of businesses that through their signage display a disconnect between their identity and their messaging. In other words, they aren't saying who they really are. (And that, as we know, hurts business. If you're not sure what it is, you aren't buying it.)
I'm sure I'll be adding these shots, taken in Cleveland.
Oh, "The Geek Shop." Cool. What do they sell? Comic books? (I'm there.) Other strange collectibles? Outre films? What?
No, they sell auto parts. Oh.
More than 20 years ago I helped start an auto-parts business. Want to know what we called it? "Parts for Imports." Guess what we sold.