The Opposite of What We Want

By Nalini Kaplan

June 19, 2024

Here’s an example of what I experience as the opposite of what we want when reaching out to potential customers or clients.

I was curious and willing to fill out a form to get a report, “CISOs’ Tactics to Win Every Budget Battle”.

When I saw the form and went through the steps, the result was disappointing.

I captured the screens and the steps for you (see pdf below).

  1. I filled out the initial form – allowed for unchecking – BUT it was checked by default
  2. Link led to dead end – no download available – oy!
  3. Then I got an email – did not land well for me

Have you had a similar experience?

If so, would you ever contact the company again?

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