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Casey Butler Harwood

That Je Ne Sais Quois: The Human Element in Marketing

Why instinct and psychological insight are as important to successful marketing as analytics.

A few months back, we Drawnies had a conversation about explicit and tacit knowledge. Explicit knowledge is the knowledge that you can convey to others using words. Tacit or passive knowledge is often difficult (impossible?) to explain verbally; it’s the stuff that you simply know. You’ve picked it up along the way and internalized it, putting it to use quite regularly — expertly, even — often without giving it a thought. It’s estimated that up to 95 percent of our knowledge is tacit. I believe that it’s this kind of instinctive knowledge that propels successful marketing careers.

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"Tacit or passive knowledge is the stuff that you simply know. You’ve picked it up along the way and internalized it, putting it to use quite regularly — expertly, even — often without giving it a thought. It’s estimated that up to 95 percent of our knowledge is tacit."
"While data is now more abundant and important than ever, a marketing team will never be complete without people who have a deep understanding of human psychology."
AJ Agrawal, Forbes (2015)
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