People are always telling me that marketing is ‘common sense’ – usually those not in the profession or those that have made a made a move from another role.
 
Frankly, this particular observation drives me round the twist.  It’s like telling a doctor all those years of study and practice were a waste of time as you can just look up your ailment on the internet.  Quite apart from that it’s clearly wrong.  We’re surrounding by thousands of examples of ‘common sense’ marketing and do we pay a jot of notice …