The problem with the messaging matrix

Approach the classic marketing tool, the messaging matrix, with caution. It’s often set up to fail for two very important reasons, says Tom Donald.

“Assumption is the mother of all fuck-ups.” These words of wisdom were drilled into me by Derek Lucas, a retired Royal Marine Commando whom I worked for as a teenager. Thirty years later, they still ring in my ears.

Unpack any fuck up, and you’ll find an assumption. Fukushima: we’ll build the reactor to withstand the largest earthquake experienced so far. The GFC: repackaging the downside risk and selling it on eliminates it. Brexit: what people tell a pollster reflects how they actually vote.

Whenever you find an assumption, you’ll usually also find a fuck up. Find two assumptions, and the fuck up is likely to be bigger.

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