I see this tag line quite often in business and I’m bemused by it. What this tag line is really saying is that your marketing sucks and your competitors are beating you. Famous management consultant Peter Drucker said that businesses are about marketing and innovation. If your business is the “best kept secret” you can’t be doing a good job of either marketing or innovation.
This ethos also displays an inside focus instead of a customer centric focus. How can I serve the market better? via a better product, offer, package or protection would be a better a guiding principle. Don’t be proud of this ridiculous tag line.
Are you the best kept secret?