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The Difference Between Knowledge & Wisdom
a letter from the editor/intern
This edition of ipsumNEWS is dedicated to impactful sales and marketing research on a dime budget. However, it is critical to a successful marketing plan that the knowledge gained through this research is wisely applied.
The data gathered from a research campaign can be daunting. During the research campaign development, it’s easy to try to ask every question you can think of, because you might not receive the information you are seeking if you limit yourself to a 2-min survey.
This is a mistake.
Consider the heart of the issue you are hoping the research will shed some light on. You’ve taken the first steps in admitting what you don’t know. The next step is asking the right questions. That’s the difference between knowledge and wisdom. Knowledge is knowing the facts, but wisdom is asking the right questions that will arrive at a wise response.
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Consider, for example, a customer feedback survey. Here we might desire the knowledge as to the circumstances of their unhappiness, but the real question is, "Is this problem systematic or circumstantial?"
To put it another way, it's the difference between the book-smarts of an intern and the years of experience of a seasoned business veteran.
- Ian
Intern/Editor, IpsumNEWS
www.IpsumNEWS.com
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