- “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In the Post-Information Age (Attention Age), I am convinced that the “I didn’t know” excuse is obsolete.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,
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