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Unknown Unknowns

When it comes to Marketing, solving the problem is often easier than figuring out what the problem is.

That's why so many so-called solutions don't actually work: The real problem is figuring out what the problem really is.

You can track KPIs until the cows come home. But if all they do is report on symptoms, and you don't identify the underlying problem, you might as well not bother.

Maybe we need fewer "solution providers" and more "problem analyzers".

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