This quote from Tim Harford illustrates the importance of trying different things.

“What’s 48 + 27?”

Tim Harford asked this question in his BBC podcast, More or Less. It wasn’t the answer he was interested in. This is a podcast for stats nerds. They assumed everyone would answer “75”. They wanted to know how people arrived at the answer.

• Some did it the old school way: 7 + 8 = 15; store the 5 and carry the one; 4 + 2 = 6; 6 plus the 1 you carried = 7; 75.
• Some rounded 48 to 50; 50 + 27 = 77; subtract the 2 you rounded; 75.
• Some rounded the 27 to 30; 48 + 30 = 78; subtract the 3 you rounded; 75.
• Some rounded the 48 to 50 and the 27 to 30; 50 + 30 = 80; subtract the 5 you rounded; 75.

The point is that lots of ways get you to the same end. And they all work. You use the way that works for you.

It’s the same with marketing. There are lots of ways to do what you want.

• You want your customers to buy more? You can discount, email or blitz social media. Or all of the above.
• You want new customers? You can adopt Account-Based Marketing, or start writing in their trade journal. Or both.
• You want a better reputation? You can do a survey to find out what’s wrong, get a PR agency or employ more customer service staff. Or all three.

If there’s one principle we adhere to it’s Mark Ritson’s principle of Bothism. But that’s a different quotation so search for Bothism!