“If people learn from their mistakes ,many are getting a fantastic education” -William L Shanklin , Six Timeless Marketing Blunders

1. Muder Chiba

2. “It was déjà vu all over
again” -Yogi Berra
“If people learn from their
mistakes ,many are getting
a fantastic education”
-William L Shanklin
Muder Chiba
This deck is inspired by: Six Timeless Marketing Blunders by William L. Shanklin

3. Follow the Leader
Muder Chiba
Agile CPG challenger looking to
implement a ‘system’ used successfully by
a CPG behemoth X
Blunder No. 1

4. Asking the Consumer
Muder Chiba
App developer directly asks‘ consumers’ to
tell it what they need in the app and how
the affordances are to be designed X
Blunder No. 2

5. Confusing Correlation
with Causation
Muder Chiba
Marketer serves up recommendations to
prospects based on high correlation thrown
Up. Same with researcher! X
Blunder No. 3

6. Researching the Solution,
not the Problem
Muder Chiba
High value durable marketer in a declining
category sales situation ,using learning/
‘norms’ based dominantly on FMCG to
decide marketing tactics and execution X
Blunder No. 4

7. Missing the Wood for
the Trees
Muder Chiba
Telecom player implemented a metric-based
system designed specifically
around its unique business and market
context
Blunder No. 5

8. Focusing purely on
Process, not Outcome
Muder Chiba
Luxury brand marketer just studies the
cultural context of the communities being
targeted and sets up a DM calendar
based on specific trigger events
which fit
Blunder No. 6

9. Ignoring Imagination
Muder Chiba
Innovations team conducted research
exercises with no ‘specific’ objectives but
to try out a new approach and check if
an insight would emerge in a ‘tired’
category
Blunder No. 7

10. 1.Follow the Leader
2.Asking the Consumer
3.Confusing Correlation with Causation
4.Researching the Solution, not the Problem
5.Missing the Wood for the Trees
6.Focusing on Process ,not Outcome
7.Ignoring Imagination !
Muder Chiba
THE 7 TIMELESS MR BLUNDERS

11. Market
Complexity
Decisions
Information
Actionable Business truths! Complexity
The Insights Business focuses on the acquisition of
information or data and the parsing of insight from it. It
attempts to describe the reality of the markets and the
‘consumer’ to aid decision-makers.
The core business of Business Insights is Truth. Describing
and circumscribing the Truth, therefore, becomes essential
to the business of providing and acquiring Insights.
We should focus on truths (with a small t). ‘truths’ that are
real for us in the that context and useful to ‘turn the face of
thought towards action and the future’! The insights with a
small “i” !!

12. If you found this deck interesting and/or useful,
you may find the following slide shares relevant:
The Tao of Market Research
Battle for your Decision: Deterministic vs. Probabilistic
Perspectives !
muder.chiba@gmail.com
+919820620084