Why Don’t You Know?

I always get a kick out of  comments like these in response to failure:
  • “I didn’t know that people don’t use phone books anymore.”
  • “I didn’t know that direct mail was a waste of money.”
  • “I didn’t know that spammers get 1 response to every 12 million emails they send.”

In the Post-Information Age (Attention Age), I am convinced that the “I didn’t know” excuse is obsolete.  With all the information out there, it’s hard for me to accept it anymore.  If you don’t know something, search it on Bing, ask on Quora, or poll your social network.

So why do so many still use that excuse?

Because they don’t care enough.  They may care, but not enough to spend their evenings reading, learning, and getting with the times.

During my years of leadership and consulting, I can’t believe how many times I had to beg people to follow the advice they paid me for.  I would provide reports, research, 3rd party support, and on and on and on and on….all to motivate them to make a change for the better.

You’ve probably had similar experiences.

The funny thing is that most of what I know anymore I learned from people like you, online, for free.  I don’t generally preach things that aren’t backed up.  I’m just not smart enough to be the first one to think of anything.

So why do people ignore good advice and then claim they “didn’t know” it was wrong?

In some cases, I think it’s easier to “not know” than it is to face the reality of an ever changing world.  It’s a lot of work to be the best. However, instead of saying “I didn’t know”, they should just say “I didn’t care”.

It’s much more accurate these days.

If you’re reading this blog (or any blog), I doubt you’re one of the “don’t knowers” I’m referring to.  If you have any ideas for the group on helping people “know”, please leave your thoughts below.

Have a learning night,

Aaron@Biebert
__________________________
Like this article? Subscribe to “Thoughts from an 8pm Warrior” via email

Published by Aaron Biebert

I'm a director, film/video exec producer, leader & 8pm Warrior. I am passionately chasing my goals at all times. I'm listening. Let's talk!

3 comments on “Why Don’t You Know?”

  1. I agree Aaron, no excuse for not knowing how to do business in this day and age. However I will take exception with direct mail. When used on targeted niches with and sometimes even without social sites backup, direct mail pieces are still a low cost and effective method of reaching an audience or getting information into the hands of an audience. The whole email targeting process I’ve never been a fan of because I myself do not respond to them. If we are already spending more time managing our email accounts than we’d like to be, you have to consider your clients are as well. And the phone book…geez, what a collosal waste of someone’s dime and time!

    1. Cheri, thanks again for the thoughtful comment. I’d love to hear more about the direct mail campaigns that use targeted mailings and links to social.

      What sort of results are direct mail marketers seeing in those cases?

  2. Cheri, thanks again for the thoughtful comment. I’d love to hear more about the direct mail campaigns that use targeted mailings and links to social.

    What sort of results are direct mail marketers seeing in those cases?

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.