The Most Expensive Opinions in Business

Too often, marketing decisions come down to one opinion in the room—usually from the top.
And that opinion? It’s expensive. Not because it’s dumb. But because it’s incomplete.

Marketing is the only business function where gut still overrules data.

No one would say:

“Let’s ignore that P&L.”
“Forget the production numbers.”
“Who needs clinical outcomes or compliance metrics?”

But when it comes to messaging, segmentation, or campaign strategy?
Gut instinct gets treated like gospel. That’s a problem.

Instinct isn’t strategy. And marketing isn’t about you.

Leaders lean on gut because it’s worked before.
But marketing isn’t about what you like. It’s about what your audience values.

And the only way to know that? Ask them.

You’re not the audience. Your customer is.

The most effective storytelling doesn’t start with what you want to say.
It starts with what they want to hear—what they need to hear—to take action.

And that insight doesn’t come from a quick ‘this sounds good’ exchange between a couple of decision-makers.
It comes from research that reveals insights– if you know how to spot it and use it.

3 Quick Ways to Cut Through the Noise:

Customer Interviews
- Have real conversations. No selling. Just listen.
- Ask: What made you choose us? What almost stopped you?
Referral Source Input
- Who actually sends you business?
- Ask: Why do you recommend us? What do you tell people?
Internal Insight Mining
- Your people talk to your audience every day.
- Ask: What objections come up most? What messaging resonates?

Real marketing runs on data-driven insight.

Without it, your message falls flat.

Listen first. Then lead with what your audience actually needs to hear.