First to be second

I'll credit my ex-partner for this one.

It was as a result of our frustration of an all-to-prevalent attitude we kept encountering in our marketing clients, at least at certain levels: 'We may not win, but at least we won't get in trouble if it doesn't work'.

Thing is (and I have noted this over on the Junkk Male RE:view today about retail in the UK), it doesn't work.

Guardian - Clinton memos lay bare indecision and rows that doomed campaign