Reading this lately.
I’m not sure when it happened, but it certainly did at some point. Things got rolling a few years back and continued on to pick up speed. I still read things like this, but a bit back the tide turned. I realized it wasn’t the books teaching me; they merely gave the same vantage point a refined clarity. The problem, it seems, is that we don’t realize the reasons behind the text.
Books like the latter are incredible for their ability to flip switches, to explain concepts that otherwise can’t be deciphered quickly or at all. Unfortunately, it’s not the book that matters. It’s living the concept. Our lives as marketers are saturated (drown, in fact) with consumer experiences. We actually use that knowledge far more than what a text book teaches us. The text book is merely an organizational map meant to explain. So for those of you out there who expect to be great because of text books, it isn’t going to happen. You become great because of practical application, perceptional projection and applying it to consumer advocacy.
Teachers, above all, should know this. Memorizing a text book means absolutely nothing to students. Your ability to recite facts in a book means nothing.
On the contrary, your ability to incite enthusiasm and understanding of those unequivocally morose subject matters can be the most important point in a young (or old) person’s life. A small amount of incredible people have altered my path with but a few choice words. Yours is the most prominent of prominence.
I don’t want to learn the equation, I want to learn what the equation does. And why. Let’s get to work.