Are you a forests person or a trees person? If you don’t know what I’m getting at here, you’d better read on!
How many times has an explanation of something new to you become so confusing that you just give up try to understand? Or worse, you don’t realize until later that you don’t really have the context for the thing, and so the thing makes no sense?
Context = forest
Thing(s) = trees
Here, at M&M, we care about context, about thoughtware before software, about true understanding taking place prior to decision-making. The start of this happens when you stop and make sure you understand the context of the thing before deciding you understand the thing.
We are marketers, after all. The market is always the context for the product, or the campaign. Know your market and know your chances of success.