Stop Thinking You Are Smarter Than You Are. Remember Dunning-Kruger.  A few years ago, I had the occasion to meet with a neuroscientist at a prominent university. We had a fruitful and most interesting discussion of work he was doing commercially and in his academic role to understand how human beings, more specifically consumers, process […]

Stop Thinking You Are Smarter Than You Are. Remember Dunning-Kruger.  A few years ago, I had the occasion to meet with a neuroscientist at a prominent university. We had a fruitful and most interesting discussion of work he was doing commercially and in his academic role to understand how human beings, more specifically consumers, process and respond to marketing messages. Enlightened and inspired by his work, I asked this academic – which commercial clients he was currently advising. He responded by proudly showing me his wall of client logos. On this wall were the logos of some of the world’s largest corporations. More than impressed by this wall of fame, I asked this neuroscientist whom he worked within my home state of Western Australia. He responded with – ‘I will not work with Western Australian businesses.’ When asked why he responded – ‘Because CEOs in Western Australia know everything.’ He…