Our minds are conditioned by the past,

...not the future. So we want to keep doing things the way we always have done them, even when results become ever more disappointing.

But every now and then, the ground beneath us shifts so dramatically as to make much of what we thought we knew so wrong it becomes clear that we have to forge new beliefs or fail.

These are such times in marketing. In the today’s more subjective-mined marketplace, the behavioural proclivities of consumers as individuals must be the determining factor, not exotic maths even though it will obviously continue to be a critical tool – but not the main tool.



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