This column is largely read by C-Suite occupants. This month, it is squarely directed at same.

For goodness sakes, focus your marketing on your products. In a western world filled with bitterness and suspicion, the last thing you need to do, despite all the social consultants that tromp through your doors, is take a position on a controversial issue. Half of your customers are on one side of any given controversial issue, half on the other. If you take a position, you are asking yourself, "Which half of my customer base do I want to lose?"

Follow old Jim's advice.

First, focus on the performance of your products. Value, strength, beauty, integrity, honesty and durability are good places to start.

Second, focus on the impact of your products on humans. I always liked the old GE slogan, created by BBDO, "We bring good things to life." You can't use this; I am sure GE and/or BBDO still hold the copyright for it. Come up with something better with the same message.

Third, focus on the gentle impact your products make on the environment. Sustainable, recyclable, and so forth. By the way, I am just waiting for some clever and creative marketing person to come up with a better word than "sustainable." The concept is staying relative, but the word is worn out.

Fourth, focus on the legal, if necessary. Assure customers that your products comply with all applicable laws.

Then, SHUT UP.

Unless you are willing to risk losing half your customer base over issues that have nothing to do with matters under your control.

Jim Thompson is CEO of Paperitalo Publications.