The Pitfalls of “Assumption-Based” Marketing

Published in Advertising Week

If there’s one lesson we all should have internalized during two years of pandemic-related disruption, it’s that our past assumptions are not always a clear indicator of future conditions. Early reports of Covid’s arrival in China struck many as reminiscent of earlier health scares like Ebola or SARS, which captivated the popular consciousness but ultimately caused little impact to day-to-day life.