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#091 - Richard Shotton - Some Very Important Effects In Advertising
Modern Wisdom
The if You Have the Done in Kruger Effect
David Dunning and Justin Kruger came up with the idea of the if you have the done in Kruger effect. People who were experts sometimes underestimate their abilities when people were novices and pretty darn awful. So it's kind of idea that when you're really bad at something you really do overestimate how good you are so coming known as the Dunning crew effects. Now I think there's loads of fascinating cases of marketers about over confidence that too often great campaigns are just too early because people believe well I did a brilliant campaign 10 years ago that's running out of juice now I'm going to do another great one they overestimate their ability.
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