One of the problems with having spent most of my career in the oil industry is that it was a far too rational world or liked to think that it was. There were lots of engineers, geologists and accountants to explain to you that managing was about input-process-output. In other words you came to proper business judgments by making sure that you had the right resources (the inputs); handling them properly (the process) and doing the right thing with the products of all this effort (the outputs). Business was a machine and the better designed and oiled and maintained that machine was the better you would do. But my world, the world of brand management, was less certain much less actually. In promoting a brand you are only partly appealing to rational man you are also appealing to emotional man and emotional woman. As David Ogilvy once memorably said The consumer is not a fool she is your wife.
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