Tomorrow morning I will be giving a presentation on unlearning, the topic of my forthcoming book, to the Executive Marketing Guild in Minneapolis.
As a hint of what I'll be saying, here are 10 things marketers should consider unlearning:
#1: The "Tipping Point" or the idea that marketers can "influence the influencers." (See "Unlearn the Tipping Point.)
#2: More choice is better -- it isn't always.
#3: The value of experts -- when they're wrong, they're really wrong.
#4: Marketing executives are a good judge of talent -- they are not! (Neither is anyone else.)
#5: First Impressions -- more often than not they are wrong.
#6: People know what will make them happy -- they don't have a clue.
#7: Young people have short attention spans -- The truth is much different.
#8: More information is better -- not always.
#9: The idea that marketers can spot a "star" product -- they can't, but that's OK.
#10: It's OK to be comfortable in your own skin -- it's better to be uncomfortable in your own skin.
