WHEN IT COMES TO MARKETING – ALL TOO OFTEN Perhaps the worst sentence opening in the English language is – “Everyone knows……’ = with the second worst being – ‘It is common knowledge that……….’! When I hear these openings danger warnings ring out in my ears, because in my experience in marketing – when ‘everyone […]

WHEN IT COMES TO MARKETING – ALL TOO OFTEN Perhaps the worst sentence opening in the English language is – “Everyone knows……’ = with the second worst being – ‘It is common knowledge that……….’! When I hear these openings danger warnings ring out in my ears, because in my experience in marketing – when ‘everyone know’ something it is almost certainly untrue and when – ‘it is common knowledge’ it is not knowledge at all. One of the marketers I have the highest regard for is Elon Musk the founder of Pay Pal, Tesla and Space X. Elon has said on a number of occasions that one of the keys to the successful development of his electric car was rejecting all common thinking and always reverting to ‘first principles’ – principles supported by science. By doing this he was able to solve many problems, especially in terms of battery technology…