reducing marketing costs – tip 10

If any of us had a dollar for every time someone has said to us – ‘it is common sense’ – none of us would need to work again.
The fact is however, few things are more unreliable than common sense.

Consider –

Common sense is at best unreliable and at worst, a reflection of our biases and/or limited experience. All people are not just like us and all people do not respond the way we do.

Relying on common sense is at best risking missing opportunities and at worst, risking inefficient or ineffective spending.
Investing in research is at worst going to be more cost effective and at best, going to help identify opportunities that were not obvious.

Investing in research is at worst risk mitigation and at best opportunity identification.


This issue will be discussed in detail on THE D. JOHN CARLSON NETWORK –

John Carlson is a behavioural scientist, strategic planner and lateral thinker focusing on branding, marketing, communication, personal advancement, business development and behaviour management.

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