In many fields we thought we ‘knew’, it is becoming increasingly apparent how little we know.
Take physics for example. When you get down to quantum level, really weird and wacky things start to happen.
Did you know that when a tadpole turns into a frog, the tadpole’s tail is reabsorbed into the body? We can’t fully explain how this happens.
At the other end of the size spectrum, did you know that the known universe is expanding at a rate that means it may never stop expanding?
We didn’t know about all this until recently, because of course we already knew everything.
So, how about marketing? Many marketing experts will tell you that everything there is to know about marketing was ‘discovered’ 90+ years, by Claude Hopkins, Albert Lasker, or some combination of the two. I question whether this is actually true.
Marketing isn’t as deep a field as physics, but the ground certainly isn’t static. Marketing is made more complicated by tool complexity and scale. When it’s possible to sell to anyone in the world with an internet connection and a credit card, you have a more complex communications problem to deal with.
Yes, you need to know about features, benefits, bullets and social proof. But you also need to know how to communicate what you stand for. You need to know about databases. You need to know about automation.
Perhaps most fundamentally of all, you need to know how best to communicate your value, experience, transformation or outcome.
Do we know everything there is to know about all this? I hope not. Or else I’m off to become a physicist instead.