The Danger of Losing Expertise in Our Industry

We accept assertions backed by so-called research as truth. We see them as being more valuable than other sorts of assertions. So the danger is you do these studies or conduct these methodologies in a lazy way and they become truth and become counterproductive. In a world where clients are always looking at ways to save cost and stretch budget, if they can access a tool, the temptation is to do it themselves. You know, good research and good strategy is a service because it needs to be crafted. It needs to be designed with expertise. And then it need to be executed in the right way.