Who's taking stupid pills? I stayed in a hotel on the campus of Ohio State University in Columbus. The hotel was named after a high profile professor of marketing whose name I forget, but he's a prolific author. The Hotel was part of the Fisher School of Business which promotes itself in a way that calls into question the marketing smarts. It declares proudly in posters and brochures that Business Week magazine ranked it 13th Business School in the world. 13th? You can hear the marketing department struggling to convince the Head of School to use their higher ranking in the USA as the headline. But no, the good professor insists that his institution is world class and should be presented as such. Who wants to be known as 13th, to go to a school that is 13th? You're either top 10 or you're not telling.

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