MARKETING TRUTHS - BASICS #1 'Experts'

Marketing, like most skills, has a learnable foundation, but the 'something extra' that sets exceptional marketers apart is more elusive.

Consider some of the greats from various fields—Roger Federer, Yehudi Menuhin, Maria Callas, Pele, Van Gogh, and?Beethoven. Did they practice more than thousands of others in their field? No.

Having completed three very different marketing courses over 50 years, one thing is painfully clear to me — marketing genius cannot be taught. No amount of lessons whether in tennis, singing, or any other discipline, will grant entry into the realm of the 'greats.'

After building dozens of diverse businesses, particularly in the franchise sector, I’m no longer surprised by what I call the ‘Expert Syndrome.’ This is when someone—say a truck driver—has a flash of inspiration and believes they can become the best parcel courier in the world. This entrepreneurial spark mutates within his psyche, convincing him they are not only a marketing genius but also the best CEO, accountant, salesperson, product manager, and production manager.

This scenario brings to mind my father's words of wisdom that we should all remember:

• "He who knows but knows not that he knows is lost—guide him."
• "He who knows not and knows that he knows not is a fool—pity him."
• "He who knows not but knows not that he knows not is dangerous—avoid him."
• "He who knows and knows that he knows is a wise man—follow him."

It would be wonderful if things were so simple, but it’s easy to see how we get lost. The truck driver knows how to plan routes, secure his load, find the best stops, and avoid low bridges—he’s an expert in these things. The human ego then steps in, convincing him that he is an expert in everything. His confidence is persuasive, and we become seduced by his rhetoric.

This is the person who "Knows not but knows not that he knows not"—and they are dangerous to themselves, their business, and everyone within their sphere. The one most deceived by this individual is often themselves.

Understanding human nature and psychology is the key to all human activity. As my father also said:

• "He who knows not, but knows that he knows not, and takes action to employ someone who does, is also a wise man – admire him."

This person deserves admiration: He was not seduced by his ego. He had the intelligence and bravery to admit that he did not know, he swallowed his pride and in so doing he grew exponentially.

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Colin S L Mackie, CEO, Evo-Enterprises and Enterprise 21.