The Difference Between Knowledge and Wisdom

I've just been on a 1500 mile/2415 kilometre road trip through Europe which provided way to much time for me to reflect on my 30+ years in the global retail industry and to also think about the difference between Knowledge and Wisdom.

I laughed out load randomly when I thought about the quote “Knowledge is knowing that a tomato is a fruit; wisdom is not putting it in a fruit salad” Miles Kington(1941-2008). It sums up a lot of what I’ve learned the hard way—because trust me, I’ve seen a few “tomatoes” end up in the wrong salads over the years!

Before I go on with my thoughts I can hear some of you saying "What about Bananas?" as did others in the car with me when I said the quote out load. By the way did you know there are fourteen types Bananas and they are classified as either dessert bananas, which are sweet and eaten raw, or cooking bananas, which are starchy and similar to potatoes. Cooking bananas are usually boiled, fried, or grilled and eaten alongside savoury dishes.

I also have to say as a true global executive with many years in market I also understand different cultural use of meal ingredients and differing tastes, anyone tried Balut? Balut is a fertilised developing egg embryo that is boiled or steamed and eaten from the shell. It is commonly sold as street food in places like the Philippines, Cambodia and Vietnam. The length of incubation before the egg is cooked is a matter of local preference, but generally ranges between 14 and 21 days

Any way I digress, back to tomatoes

Data vs. Insight

As a Global Head of Retail, I’ve seen more data than I can count. We’ve got metrics on everything—customer behaviour, market trends, operational stats. It’s like knowing tomatoes are fruits. But the real trick is figuring out what to do with all that info. Just because you can measure something doesn’t mean it’s useful. It’s like knowing your shoe size but not realising you’re wearing two left feet. The real magic happens when you can take all that data and turn it into insights that actually move the needle—like figuring out that while tomatoes are technically fruits, nobody wants them in their fruit salad. Trust me, I’ve seen some wild data interpretations that would have made for some pretty questionable salads.

Decision-Making

Over the years, I’ve made plenty of strategic decisions, and let me tell you, knowing the facts is only half the battle. You’ve got to know when to put the tomato down and step away from the salad bowl. I remember one time when expanding into a new market seemed like a slam dunk—data said go for it, everything checked out. But wisdom (and maybe a bit of experience) whispered, “Hold on, Bob, this might be one of those ‘tomato in a fruit salad’ moments.” Sure enough, taking a step back saved us from a decision that would’ve been a real mess, like trying to serve up a fruit salad with tomato slices. Nobody needs that kind of surprise in their lunch.

Innovation

I love innovation—nothing gets me more excited than pushing the envelope, trying new things. But I’ve learned that just because something’s shiny and new doesn’t mean it belongs in your strategy. Think of innovation like adding hot sauce to your food—sure, it’s great on tacos, but maybe not on your morning cereal. The key is knowing when and where to spice things up. I’ve seen companies jump on trends like AI or blockchain without thinking it through, kind of like adding a tomato to a smoothie because, hey, it’s a fruit, right? Wrong. Wisdom is knowing when that tomato is going to enhance your recipe and when it’s just going to make people spit it out.

Customer Experience

One of my favourite parts of the job is improving customer experience—seeing the smiles on customers’ faces (or at least reading the positive reviews). But here’s the thing: just because customers say they like something doesn’t mean they actually do. It’s a bit like asking if they like tomatoes and assuming they’ll enjoy them in every dish. I’ve found that real wisdom in customer experience comes from understanding not just what customers say, but what they really mean. It’s like knowing they enjoy personalised service but don’t want to feel like their shopping app knows more about them than their own mother.

Ethical Considerations

In the wild world of retail, I’ve seen my fair share of companies trying to squeeze every last drop out of a market. It’s like trying to make ketchup out of tomatoes and pretending it’s a gourmet sauce. Sure, you can push the boundaries for a quick buck, but wisdom is knowing when to stop before you turn your brand into a fast-food joint. I’ve always believed in playing the long game—doing what’s right, even when it’s not the most profitable in the short term. It’s about keeping your integrity intact, so you don’t end up being that guy who puts ketchup on everything and calls it haute cuisine.

Leadership

Leading global retail operations has taught me that sometimes, you’ve got to be the one to tell your team, “Hey, maybe let’s not put the tomato in the fruit salad this time.” Sure, the data might say it’s a great idea, and the latest trend might suggest it, but wisdom is knowing when to trust your gut (and your taste buds). I’ve always tried to lead with a mix of knowledge and common sense, guiding teams to make decisions that align with our brand and our goals. After all, nobody wants to be known as the guy who made the fruit salad nobody wanted to eat.

Sustainability

Sustainability is one of those areas where knowledge and wisdom really need to work together. Everyone’s jumping on the sustainability bandwagon these days, which is great—but it’s important to make sure your efforts aren’t just for show, like adding a sprig of parsley to a dish and calling it health food. I’ve always believed that true sustainability should be baked into the core of your business strategy—like making sure your salad is both tasty and nutritious. And just like you wouldn’t toss a tomato into every dish, not every sustainability initiative is a perfect fit for every brand. The trick is finding what really works for you and sticking with it.

In all my years of shaping the future of retail, I’ve come to appreciate that while knowledge is important, it’s wisdom that really makes the difference. It’s about knowing when to add that tomato and when to leave it out—because at the end of the day, nobody wants a fruit salad that makes them question your sanity.