Al Ries & Jack Trout on The Role of Reality
From ~ Al Ries & Jack Trout, in Bottom-Up Marketing, 1989
Every marketing plan desperately needs a healthy dose of reality. Yet the temptation to go off into the wild blue yonder is sometimes overwhelming. The comments around the conference table are more likely to be blue sky rather than brown earth. “Everybody is drinking Perrier.” “Nobody smokes anymore.” “Domestic cars are dead.” You get the picture. Don’t do your thinking around the conference table. It’s too easy to be led astray by the fad of the week. Reality is not an exciting topic, which is one reason why business schools don’t teach reality.