The uncertainty principle

Seth Godin says in ‘The certainty premium‘ that “Works every time” is a great promise to make to your boss.

It may be a great promise, but it’s clearly untrue. I’d have grave reservations about anyone that made this promise to me. Uncertainty is one of the things I actively look for in prospective employees as it’s the doorway to collaboration and learning in online marketing.

It doesn’t mean he isn’t right though. Marketing isn’t about truth; it’s about persuasion, and certainty persuades better than uncertainty. The very best marketing slogans are confident and certain:

• Takes a licking and keeps on ticking. – Timex
• Just do it. – Nike
• Think different. – Apple Macintosh
• Beanz meanz Heinz. – Heinz Baked Beans
• Have a break. Have a Kit-Kat. – Kit Kat

You just have to be careful who you’re making these promises to.