If I had a dollar for every time a client has instructed me to implement a strategy or take action on the basis of their ‘gut feeling’ I would be a very rich man today. If more of my clients had spent their hard earned dollars on the basis of objective information they would be […]

If I had a dollar for every time a client has instructed me to implement a strategy or take action on the basis of their ‘gut feeling’ I would be a very rich man today. If more of my clients had spent their hard earned dollars on the basis of objective information they would be much richer today. The fact is, all too many decisions in marketing are made on the basis of gut feelings. All to many decisions are based on evidence that is less than objective. An academic who consulted to major corporations around the world expressed to me his reluctance to advise Australian CEOs whom he believed ‘know everything’. The best decisions that minimise risk and maximise returns are based on an objective assessment of factual information.   Objectivity is a rarely used tool for reducing marketing costs.   This issue will be discussed in detail on…