Exploiting tragedy

I've heard a number of marketing and advertising gurus advise exploiting 9/11 to sell disaster recovery and backup services.

Personally, I think it's bad taste. I suspect many people will agree with me. So we didn't do it.

The point's valid, but to tie a terrorist atrocity into selling your wares seems to be asking for trouble.

One of the most important rules in running a small business is: If your gut says no, then don't do it.

Every time I've ignored that rule, I've regretted it.