How many times have you heard someone in business or in life in general support a statement with the words – ‘it is just common sense’? How many times have you heard business people and people in general dispute facts or empirical evidence on the basis that it – ‘does not make (common) sense (to […]

How many times have you heard someone in business or in life in general support a statement with the words – ‘it is just common sense’? How many times have you heard business people and people in general dispute facts or empirical evidence on the basis that it – ‘does not make (common) sense (to me)’? How many times have you heard business people and people in general justify a conclusion of decision with the words – ‘I just know (I feel it in my gut)”? Well, if your experiences are anything like mine, you have heard it hundreds, if not thousands, of times. Indeed, a visiting American marketing professional once said to me that he chooses not to would with businesses in western Australia because the “CEOs know everything”. He put it down to isolation. My point is, we make many decisions and draw many conclusions on the basis…