We like shortcuts. People have started using shortcuts in every domain. We even succeeded in creating a “one click away” shortcut. We’re in need of an information/news/source? Click. What can be easier than a simple click? Hmmm…I guess we’ll discover that in the future.
And this shortcuts help us find anything, anytime, anywhere (as long as we have unlimited permission). We can read all the marketing, sales, medicine, engineering books. We can study every case and example of campaign/work/project. We can have everything just one click away. And weirdly, we believe that by reading so many books, so many articles and so many case studies we can consider ourselves smart.
I believe in these days we live in, smartness is not weighted in “how many things you know” but in how and where you use these shortcuts.
A true marketer (you can replace marketer with any field you’re working in) does not have to know all the books. He has to know how to find the answer!
To be that “one click away”.
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