My Opinion, Though Interesting, Is Irrelevant.

This phrase may seem strange but, as a Marketing Strategy professional, it has been a very enlightening and impactful phrase that I revisit often.

I was first introduced to this line years ago from Steve Johnson, a product strategy guru with Product Growth Leaders, during a workshop with the old Pragmatic Marketing group.

The point of the anecdote was that, unfortunately, business decisions are often based on “a gut feeling” or what someone’s (even the CEO’s) “opinion” is.

Can we prove that opinion… or are we just in love with our own story?

As a strategist, that opinion needs to be proven first. And that proof, in almost every case, comes from the market…from your customers.

Have we asked the people who vote with their wallets?

Get out there and learn the truth from them.

Base your decisions on their feedback.

Because theirs is the opinion that really matters…the one that IS RELEVANT.