Do You Apply What You Know?

Why do we do what we do?

A few years ago, I was asked to give a presentation on marketing to an elite group of CEOs and Managers. Whilst I was networking with them at the morning break, I kept hearing the comment “we knew all of that”. When I asked them why they came to the presentation they responded with various answers but they all implied that whilst they did know the information, none of their companies were actually applying it consistently. Which leads me to favorite quote from an anonymous source:

“If we know what we know, why do we do what we do?”

People often go to seminars and workshops, expecting to hear some new fantastic idea that they can apply in their business that will turn everything around simply, quickly and easily. Often, they are disappointed when they hear things that they already knew. Jim Rohn once stated, “There are no new fundamentals. You’ve got to be a little suspicious of someone who says, ‘I’ve got a new fundamental.’ That’s like someone inviting you to tour a factory where they are manufacturing antiques.”

I think he is right. The fundaments of aircraft flight don’t change, the fundamentals of building don’t change, the fundamentals of human relations don’t change, the fundamentals of marketing don’t change and the fundamentals of business don’t change. What does change is the way they are presented and the growing effect that technology has on these fundamentals.

For example the principles of marketing haven’t changed. It is still critical to get the right message to the right person, which means really understanding the target market and then following the well used AIDA formula, grab their Attention, build their Interest and Desire and then have a call to Action. These fundamentals are just as important to your website and social media as they are to the more traditional forms of promotion such as TV, radio and brochures.

I’m not saying don’t go to seminars and workshops because they are important and I am a workshop junkie. Sometimes hearing the same thing you’ve heard  before from a different perspective or presented in a different way can be like hearing it for the first time.

The most important thing is that you leave with an action plan, that you actually implement the things that you hear and know, because otherwise if you continue to do things the same way, you will get the same results and nothing will change.


Every week over 40,000 people hear Julian's tips of Business Wisdom on his radio show, so if you are looking for exceptional results from your conference, your organisation, your team, your training program, or your career, then you need to call Julian Campbell. With over 35 years of practical hands-on experience as a senior executive, business owner, business builder and consultant across dozens of industries, Julian has been instrumental in building up numerous organisations, and businesses through planned growth, organizational and culture changes; transforming the lives and businesses of a multitude of people through his great ability to foster change through his caring attitude, vision focus and bottom line realism.

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