I first became interested in decision making more than a decade ago, back when I was running marketing at Business Objects. My interest was prompted by the evolution of taglines among BI vendors. In the early days, taglines were descriptive like First in Enterprise Decision Support or The Enterprise Data Mart Company.
Over time, pressure mounted on marketing to pitch benefits — the message shouldn’t just be about getting people information, but the benefit of having it. Slogans evolved…
