WHITO GLOSSARY · MEASURED DEFINITIONS
Whito’s name for the market in small business marketing where sellers publish neither prices nor proof: of 25 UK sellers read in one day, 13 publish no usable price and none publishes verifiable pre-purchase evidence.
The number: UK Marketing Waste Report.
What it means in practice
Marketing is sold to small businesses with less published evidence than a kettle. No prices, no verifiable results, and a promise that this time is different.
Refuse to shop the aisle blind: ask for the price in writing, ask for evidence a buyer could check, and walk when neither appears. The research exists so you do not have to guess.
Whito stage: Any stage. Use it before you sign anything.
The numbers to hold onto
- Of 25 UK sellers of small business marketing read in one day, 13 publish no usable price. UK Marketing Waste Report.
- None of the 25 publishes independently verified evidence of results. UK Marketing Waste Report.
- The most-copied marketing statistics trace back to sources most quoters have never read. Most Copied Marketing Statistics Traced.
Where to go next
- The UK marketing waste report
- The most copied statistics, traced
- Marketing agency overcharging, examined
Related: The priced-in-print range, The month-seven price, The who-you-sue test