By Seth Godin
The guidance office at the high school has a big poster for Wellesley College hanging by the door. It's just a picture of a building, no features, no benefits, no text at all.
Kids apply to schools (a quarter of a million dollar investment) for crazy reasons. A big one: "Well, I've heard of it."
Gonzaga University features basketball players on their home page. No doubt a few people attend to play basketball, but my guess is that the school believes that the fame of their school will somehow get someone who doesn't play to attend.
It's completely irrational and it's also what your customers do every day. (more)
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