Do you know what it is?

There is a difference between knowing something by its name and understanding it. I didn’t say this, Richard Feynman did.

This happens a lot in the marketing communications industry. Just watch up for the person who peppers his conversation with marketing sound bites. These are also the very people that drive up frustrations because they hide behind terms they themselves do not understand.

The perfect example of it is the client who says, “This is not what I want” but can’t go on to explain and give examples of what he wants. It demonstrates a lack of understanding in the concept that he has in mind. 

Knowing the words “creativity”, “innovation”, “out-of-the-box” doesn’t mean you understand them. 

Can you tear it apart?

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