Women Enjoying Beer

Flawed Assumptions

Sep 6, 2010

As a big reader, what’s on peoples’ bookshelves is usually of interest. During a recent trip, one of the books friends had on a shelf was the 22 Immutable Laws of Marketing, by Ries and Trout.

A piece in the intro hit home with me as it directly applies to Women Enjoying Beer’s goals:

“…programs themselves were based on assumptions that were flawed…”

The context is that there are lots of great people and good ideas. The crux of the issue is that if a process is based on incorrect assumptions, then failure in some way is inevitable.

Turn assumptions upside down

Said another way, if you do your front-end research, make sure the assumptions you’re basing decisions on are accurate and authentic, AND THEN you can prepare for success.

What are you doing to figure out how to reach 70% of the majority population (at 50.9%) – women?

Make extra sure that there are no assumptions. Women like beer and want to be engaged in the conversation, accurately and appropriately. And you can only get even that far if you toss out everything previously related to women and beer.

Assumptions and stereotypes are dangerous and usually exaggerated in some fashion, be it in a big way or small – it’s still exaggeration. And therefore inaccurate.

Start over, start fresh, and you’ll make real progress.

Tags: 22 Immutable Laws of Marketing, goals, majority population, no assumptions