The boys in the scout troop nodded solemnly as the scoutmaster explained that the most important part of their uniform was none other than the scarf. It said so, right there, in the manual. You could use it to make a bandage, carry things, shade yourself, etc., etc.

But at lesson review time, the scoutmaster had the misfortune to ask my brother Pete, then 11, which part of the uniform was most important. Quickly jerking his mind back from elsewhere, Pete said, "The pants." 

"No," said the scoutmaster, "the scarf."

It was a snowy January night in upstate New York, Land of Unforgiving Winters. Pete said, "Let's go outside. I'll wear pants. You wear a scarf. Let's see who lasts longer."

I would call that an example of critical thinking trumping Argument from Authority. 

It pays never to let down your critical thinking guard. This is good advice for life in general, including marketing. Be especially suspicious when the accepted wisdom smacks of magic. (For instance, "If it's truly creative, it will sell.") Ask questions like, "How do we know that's true?" And beware answers like, "Because everybody knows." Everyone knew the earth was the center of the universe, too.

Steve Cuno
 


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