All of us in the marketing world marvel at the technology and enormous amounts of data we have at our fingertips. Unfortunately, as data becomes more prolific, there's a growing tendency to simply read research findings rather than interpret them.
The magic that leads to great marketing, the difference between an average strategy and an industry-changing strategy, lies in interpreting what the marketplace truly wants and needs, and what emotional drivers will trigger people to act. That's where common sense comes into play and why common sense is so important.
As the legendary David Ogilvy once said, “I notice an increasing reluctance on the part of marketing executives to use judgment… they are coming to use research as a drunk uses a lamp post: for support rather than illumination.”
Short and Rewarding Reads
What we plan for this blog represents another aspect of common sense. Ease of use. You now have a venue to visit for brief bits of information, meant to provide meaning, insights, help, and even a smile or two along the way.
We promise to take information, interpret it and serve it up in a fashion you'll enjoy and remember in this Common Sense Corner of the World. And more importantly, we'll provide our ideas and insights in a fashion you can put use instantly.
There's nothing worse than a blog or a seminar or a webinar or even a conference that provides a wonderful promise of information you want, even need, and fails to deliver in its content. That will never happen here. Guaranteed.
So please, join us. Come along for the ride. With any luck you might learn a thing or two. Or at the very least, you'll have a chance to stop, think and nod happily that there's a place you can go where common sense is used on a regular basis.
We hope you enjoy what we have in-store in the days and weeks ahead.