Point of View: Acquire knowledge selectively

This article suggests that planners are overwhelmed by information and need to take measures to help them focus on the most valuable sources.

Point of View: Acquire knowledge selectively

Merry BaskinBaskin Shark

In a piece for Admap last year, I bemoaned the frequent lack of well-fed heads around meeting room tables, where some clientagency discussions were being fuelled by ungrounded opinion, misguided nonsense, pontification and assertion. I advocated investing time getting to know your category and consumer alongside a regular digestion of something of substance to help ground your strategic thinking and earn yourself a place at the table.

When I worked in New York in the 1980s, I was often the first planner anyone had encountered, so spent a...

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