Finishing up dinner at a Chinese food place, I reached for the fortune cookie, broke it open and read my fortune. It instantly applied to working in advertising and marketing. “Attitude is more important that facts.”
It is a reminder that we’re in the selling business. Marketing is about chemistry. It is about dealing with people. It is about inspiring people. It is about taking a seed of an idea and making it into a movement. It is about seeing the potential.
To be clear, this fortune cookie doesn’t mean that facts are irrelevant or to be ignored. In fact, it’s quite the opposite. Facts influence your attitude. CEOs and CMOs can take facts and draw any conclusion they want. All of your facts could be pointing them to go left. In the end, they may go right, despite every fact you put in front of them.
There are four ways in which attitude is more important than facts.