Harry Guild, data strategist at BBH London, wrote an article called The Long and the Short of It Needs the Wrong and the Shit of It. “We’ve built a marketing culture that’s obsessed with aping winners and sweeps failure under the carpet.”

“Our industry’s effectiveness bible, The Long And The Short Of It, is a huge compilation of lessons from winners, yet it’s in the losers that we can best understand success.”

“This is known as survivorship bias: our tendency to construct faulty ‘learnings’ from winners at the expense of more complex contextual datasets.”

The article quotes Daniel Kahneman, author of Thinking, Fast and Slow: “A stupid decision that works out well becomes a brilliant idea in hindsight… If you group success together and look for what makes them similar, the only real answer will be luck.”

See also The Halo Effect.

 

 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s