Transcripts

Kevin Clancy, author of the book Your Gut is Still Smarter Than Your Head, says the reason for that is that many big marketing decisions are based on ego.

Guys like to make big multi-million dollar decisions based on their gut, their judgment, their instinct and more often than not they're wrong.

What greatly improves the chances of success is real research - things like product testing, test marketing, but for whatever reason people prefer intuitive decision making.

One of the best sellers around the world for the last three years was Malcolm Gladwell's book, Blink. Malcolm Gladwell argues that people should use their intuition to make big decisions and he argues further that CEO's of major companies are paralyzed by too much data. And I laughed hysterically when I read that book, I don't know what businesses he's talking about but the fact of the matter is most CEO's are not paralyzed by too much data - they have too little data. And most big decisions are made primarily based on intuition and the facts are clear that most programs are failures.

At somethingyoushouldknow.net I'm Mike Carruthers and that's Something You Should Know.