I love authors who agree with me. Surely that is a sign that they are in possession of uncommon intelligence...
 
I have long argued against the folly of relying on gut intuition when it comes to matters of consequence. In marketing or, for that matter, any other endeavor. With apologies to Obi Wan, you are much better off trusting evidence, not your feelings.
 
On that subject, please read this brilliant piece in the Harvard Business Review by Michael Schrage. 
 


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