A marketer challenges the industry's untested assumptions and self-appointed experts. Customer behavior shifts with context, so no universal marketing answer exists. Marketing raises probability of results, not guarantees them.
Chapters
Perhaps the most important question in marketing, yet the one most rarely asked, is: "How do you know that?" As marketers, we tend to adopt assumptions and positions as though they're unquestionable laws. We accept the words of self-appointed marketing experts whose opinions we take as fact. However, as an industry, we're dealing with irrationality, probability, and likelihood every day. Doing something based on so-called facts or laws may not work for you. Why? Because customers aren't data points. They're human beings. They don't We don't behave in single, predictable, rational ways that exist independent of context. Marketing is about understanding human behavior, right? Since human behavior is dependent upon context, there are no single right answers. Yes, that's scary, but that's our job. The work of marketing can't guarantee an outcome. It can merely increase its likelihood.