Assumptions 101: How to not make an ass out of u and me

Getting a filling. Eating less sugar. Or both? You would rightly assume that problems like tooth decay have more than one solution, but some options will give you better long-term results than others. Making the right choice comes down to balancing insights with intuition – something our CSO, Billy Hamilton-Stent, discussed when he sat down with ‘B2B Better’ podcast host, Jason Bradwell, to talk all things assumptions.

Any marketer or business owner will know that when faced with a problem, it can be easy to assume what the solution is. And sometimes, in the real world of tight deadlines and limited budgets, we have to make assumptions.

“Strategy is something that is you get it right it adds exponential value, but if you get it wrong it adds exponential pain.” Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro

The trouble with making assumptions, as Billy explains, is that some are “phenomenally useful” whereas others can be what Jason describes as the “fastest road to f**ck up”. So, when targets are looming and assumptions must be made, it’s important that they’re informed, balanced products of insight and intuition.

Back to pearly white problems. The best approach to solving tooth decay is to deal with the short-term while also planning for the long-term. AKA, get the filling, but also start eating less sugar (and go to your check-ups rather than relying on this article for dental advice). It’s this approach that Billy recommends to the B2B world, adding that a “clear expectation about the time and energy and impact” should be set.

So, we’re all agreed that – like most things – treating the cause and the symptoms is the ideal approach for B2B marketing. The next question is: how do we go about doing that? Well, who better to tell you than dentist sticker-collectors Billy and Jason. 

To find out how to assume correctly, and to hear real-world insights and experiences, listen to Billy and Jason’s full conversation below.