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DO WE REALLY KNOW WHAT WE SAY WE KNOW?
Not knowing gets businesses, organizations, governments, the media, and individuals into big trouble. Just ask "60 Minutes" or the Dept. of Human Services if knowing what we know isn't important.

 This isn't some esoteric academic issue; knowing what we say we know has practical business implications. For example: "The competitor's product is inferior," "Joe isn't a team player,", or "This proposal will solve our problem."

 What's missing in each case is a basic question: "How do we know that?" Just because we’re willing to accept these statements at\face value does not mean that the competitor's product is junk, that Joe isn't a team player, or, that the proposal is on target.

 Answering this question is the key to moving from opinion to fact, from prejudice to objectivity, and from assumption to certainty. Nothing is more important in marketing and sales. 

John Graham
Other articles by: John Graham
Categories: General Information
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