You Should Doubt More Often

Bertrand Russell famously said, “The whole problem with the world is that fools and fanatics are always so certain of themselves, and wiser people so full of doubts.”

• **Your work might be for me. It may solve a problem I face perfectly. It might speak to the fears and dreams I have. It may be led by a mission I too believe in.
• **But then, it might not. There may be similarities on the surface, but perhaps my problem differs beneath the surface. Or perhaps my beliefs differ to yours.
• **Knowing the difference enables us to market effectively without appearing to be sensationalist snake-oil salesmen. It enables us to speak the language of our chosen few, those who will derive maximum ethical advantage and transformation.

Our marketing power comes from clarity in those we serve, confidence in the message we share with them, and a healthy dose of doubt that we may have it all entirely wrong. From doubt, inquisition and innovation are born.

Tip: If you want to get more clarity over your audience and the right message to share with them, BuiltForImpact.net can make that happen.