Preconceived Notions Are Dangerous

Regarding my upcoming book, Company Growth by Acquisition Makes Dollars & Sense, a good friend asked me why I bothered having a print edition, implying most book sales are now electronic. I answered it was because most of the sales for my two existing books are the print versions.

And, according to the Association of American Publishers, as recently noted in the Wall Street Journal, last year printed book sales grew by 4.5% while e-book sales declined by 17%. Maybe there’s a reason why Amazon is now opening brick and mortar stores. Could it be for all those printed books people are buying?

Preconceived notions can be dangerous. No, they’re usually dangerous.

  • I’ve heard people question why they should do a marketing action because, “It didn’t work for someone I know,” ignoring the fact it’s worked for most other people.
  • Business buyers constantly make judgments about target companies with only high-level information. I tell them to ask (about everything).
  • Salespeople wonder if they should call prospects, so they don’t.

This isn’t like fake news, it’s rushing to judgment, and because of it we make mistakes or miss out on opportunities.

“The other day I was thinking, ‘I just over-think things.’ And then I thought, ‘Do I though?’ ’’ Demetri Martin

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