Albert Einstein

“Problems cannot be solved by thinking within the framework in which they were created. “ (Albert Einstein)

Think, think, think

Thinking does not come naturally. It takes training, experience, and effort. Alfred Mander explains this in his Logic for the Millions way back in 1947:

"Thinking is skilled work. It is not true that we are naturally endowed with the ability to think clearly and logically -- without learning how, or without practicing. People with untrained minds should no more expect to think clearly and logically than people who have never learned and never practiced can expect to find themselves good carpenters, golfers, bridge players, or pianists."

Thinking means not simply accepting information at face value. "Why?" is the key question.

Why do you think that? Why do you say that?  Why do you do that?

Thinking involves probing, analysing, and evaluating.

We must work to resist the temptation to accept the simple and effortless solution to a problem.

And sit back and ask why do I think this is the solution? Is it the best possible solution?  Sometimes the easy and first solution IS the answer.  But rarely.

“Experience has shown that, ironically, it is often our very attempts to solve the problem that, in fact, maintain it. The attempted solutions become the true problem.” Giorgio Nardone and Paul Watzlawick

Albert, Alfred, Giorgio and Paul were referring to things in their own sphere when they made these statements. But they apply perfectly to the process of making business and marketing judgments and decisions.

Objective analysis and decisions can be difficult or impossible when you are very close to your business or marketing problems - which is where our highly developed ability to ‘see the wood for the trees’ is invaluable.

Maybe we don't deserve the genius title that Albert has bestowed on us - but we guarantee deep thinking and objective, practical solutions.