Edward de Bono once (or possibly more than once) suggested that business is the environment in which rational thought is most common. Possibly due to the profit motive, people in business are often seen as being more likely to think objectively and rationally than many others. Despite this observation, which by the way, I largely […]

Edward de Bono once (or possibly more than once) suggested that business is the environment in which rational thought is most common. Possibly due to the profit motive, people in business are often seen as being more likely to think objectively and rationally than many others. Despite this observation, which by the way, I largely agree with, there is still within business and especially within the marketing and communication fraternity, an inclination to look for and entertain the existence of silver bullets. Marketing became the flavour of the month when supply or the capacity to supply exceeded demand. This saw the birth of the first silver bullet, the travelling salesman. In the 1950s advertising was the silver bullet. It was going to bring a greater numbers of customers through the door than the salesman ever could. Advertising agencies exploded. In the 1960s public relations was the silver, offering the credibility…