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June 09, 2009


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Steve Johnson

Likewise I've found that nobody knows what "everybody knows" about your company. "Everybody knows that we've been in business since 1804." Wrong! "But everybody knows that DSL is 20 times faster than dial-up." Nope. "But everybody knows that our product supports Oracle." Try again.

Thanks for your post. It's a good reminder that you should always question what everybody knows.

Jason Pyle

Great post David. Agree wholeheartedly. I especially enjoy reading the last point. I hear so much how social media is the be all end all. It's a great way to get yourself out there, be a part of the conversation, showcase your expertise, and drive traffic to your site, but it's like investing. It's just one piece in the diversification puzzle.

I've read a number of books lately filled with "absolutes" about business and each time I read something I shake my head at how wrong they are about my business. It's a wonder how some get book deals.

Poul Hebsgaard

Everybody knows government cannot run healthcare – everybody is wrong!
Having grown up in Denmark it amazes me how superficial the media in general (watching CNBC this morning) are treating the subject. I stopped counting the number of times I heard “We are not France” and “bureaucrats should not manage healthcare”. It would be nice if someone in the media outside of PBS and Michael Moore took a look at what other countries are doing in some details – good and bad cases. I see what superior care my family in Denmark (old and young) is getting for “free” – 7% of GNP - and we in the USA are spending 16% of GNP on healthcare.

The Obama administration has a major PR job in front of them. David, I wonder what advice you would give them – create a healthcare rave?

Kevin McDonald

As a recent watcher of your blog and reading your book, your points are correct. Companies focus so much energy on the next big thing rather than focusing on all aspects that their customers are looking at. But they cannot be "blinded" by other ways to communicate which is essential. Thanks.

Mark Allen Roberts

Great post,
One of my favorites is : What got me here will take me to my future goals…
Everyone was wrong!

Henry Posner

Everyone knows "The customer is always right." Wrong! The customer is to be valued, appreciated, cherished, coddled, but NO ONE is always right. The customer who falls back on this is usually wrong, knows he or she is wrong but wants what he or she wants anyway despite knowing he or she doesn't deserve it.

Elliot Ross

I'm with Steve -

Too many businesses assume that 'everybody' knows the 'obvious' things.

However if you are not inside that industry - or just getting your feet wet - what is obvious to you may **not** be obvious to them!

Ari Herzog

...and by extension, your blog post is wrong too, eh? *grin*

Jeremy Porter

It sounds like "everybody" needs to get a clue.

There's a consistent thread to all these points: you need to be flexible and adapt to change.

P.S. - nice comment Ari. Way to be a contrarian.

David Meerman Scott

@Ari - Yup, you got it.

@Henry - Thanks for commenting. Love it when the master commenter stops by!

Jake LaCaze

"Everybody knows no news is good news". Just because your clients aren't complaining doesn't mean everything's okay. You should constantly be looking for ways to measure and ensure customer satisfaction.

Tony Faustino

I know I’m armchair quarterbacking with this example but can’t resist. Conventional Wisdom at Microsoft in Spring 2007:

“There's no chance that the iPhone is going to get any significant market share. No chance.” – Steve Ballmer, CEO of Microsoft at 2007 CEO Forum (USA Today, http://bit.ly/NDamF). Apple’s share of worldwide smartphone sales grew from 5.3 percent in the first quarter of 2008 to 10.8 percent in the first quarter of 2009 (CNET, http://bit.ly/11Forg).

Ron Arden

Challenging conventional wisdom inside an organization is critical to its success. If no one did that, we would not have anesthesia, newspapers, cars, cell phones or computers. But I agree with you that everyone shouldn't run to the newest widget just because conventional wisdom says so. Our current news channels are entertainment and report on the hottest story. Embracing new ideas does not mean getting rid of old ones that work. I still use a pencil and paper to jot down notes, because it works.


thanks for the new media wisdom. great things to keep in mind when pushing forward.

David Tyler

Everybody knows marketing your company via social media is the next big thing.

Rebekah Donaldson

Go David! Great post. Today in a new blog post I'm citing this as an example of:
Considered poking in the eye --> engaging blog posts and world a better place


It's understandable that newspapers are experiencing a slow death, but I still see them everywhere. It has to be hard for pieces of paper to compete against so much interactivity. For instance, it's almost to the point that I dont want to read anymore. I'd rather have the option of video. I mostly market video as well. I post to a site called http://www.Adwido.com and they target keywords to boost traffic to my site and it's Free to set up an account... Why even mess with a newspaper?

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