You can change “words” in a marketing program, but heaven help you if you try to change a - Al Ries

The world is round,” said Christopher Columbus. “No, it’s not,” said the public, “it’s flat.”

To convince the public otherwise, fifteenth-century scientists first had to prove that the world wasn’t flat. One of their more convincing arguments was the fact that sailors at sea were first able to observe the tops of the masts of an approaching ship, then the sails, then the hull. If the world were flat, they would see the whole ship at once.

All the mathematical arguments in the world weren’t as effective as a simple observation the public could verify themselves.

When you try to be everything, you wind up being nothing.

The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that which matches prior knowledge or experience.