Imagine: you’re getting crummy reception on your brand new smart phone when you hold it a particular way. You fire off an email to the CEO of the manufacturer. To your surprise, you get a response back: “Just avoid holding it in that way.“
Soon, you learn that you’re not the only one having problems. But you also discover that the company, rather than admit to a problem, has allegedly instructed its customer service representatives to use “positioning statements” to ensure consumers that everything is fine.