Inspired Leadership

Evidence-based marketing’s fatal flaw

Brian Nuckols Marketer, United States of America

People who own or run businesses are human.

And, as humans, we interpret data through a sensory lens that is necessarily warped by some impossible to define combination of genetics, culture, environment, and whatever else.

The upshot of this humanness is that evidence collection itself is only part of the process.

The real value comes from interpretation.


Common Barriers to Evidence-Based Marketing

A. Self-deception

B. Bias

C. Fluid emotional health

D. Negative stimuli are more memorable than their positive. counterparts.

If these barriers stay unconscious, they will drastically impact the effectiveness of our marketing campaigns.

Luckily, I have a tendency to self-deceive, I’m 99% sure I’ve only discovered 40% of my biases, emotional health is fantastically fluid, and I tend to remember insults more than compliments.

Yes, this is good because I’ve been forced to intentionally develop habits, practices, and systems to keep my marketing rational an enormous competitive advantage for my business.


“I thought how unpleasant it is to be locked out; and I thought how it is worse, perhaps, to be locked in.”

– Virginia Woolf

First, pure awareness is critical. Just recognizing the problem exists is a gargantuan step.

Next, it’s important that we practice the art of savoring good things. Replay your wins again and again in your head, and try to connect to physical sensations.

By doing this, we can embed positive expectations deeper into our brains. Take this a step further and associate these positive emotions with the processes you took to achieve the wins.

Now, I can’t go into too much detail about this practice because it’s so valuable, but I encourage you to ponder my words and shoot me an email.


Lastly, I’d like to speak of the holy 7 to 1 ratio.

In all dealings with customers, employees, and even family or friends remember that they probably are still at the stage where negativity impacts them far more than positivity.

Anytime you argue, scold, criticize, judge, gossip, or think bad thoughts about someone you should do your best to compliment, lift up, help, or do something positive for them7 times to keep a healthy relationship.

Do it!

Want new articles before they get published?
Subscribe to our Awesome Newsletter.


Zombie SEO (and why it’s awesome)


1 Strange ritual to overcome self limiting beliefs.


What 250 hands of poker taught me about web analytics.