What is that translation like?

So just to give you a bit of background, I was born in Germany.

My mom decided to go back to Germany to give birth to me.

I spent the first 10 years of my life in Africa, then spent the next 10 years in Brussels, Belgium.

So I grew up speaking German at home, French in the school system, schooling system.

And then I moved to Germany for the first time for my studies, for the third year of my MBA program.

So the weird thing, Benny, is I'm more comfortable being a foreigner abroad than a German in my home country.

But I'm curious into, you know, what precipitated that first step to move into this space with the positioning workbook and there the methodology as well?

Is that the way you sort of see that? You come at this from, I'm going to look at the science and evidence and then bring that to the reader, as opposed to taking an opinion and then trying to evidence it.

Yeah, I wish I could say again, that was a purposeful choice on my side.

No, it's something I stumbled to throughout my career.

So I started with everyone else, opinion, golden circle from Simon Sinek, cultural trends, you know, being players in culture and stuff.

But as I grew, as I learned, as I developed my own practice, I realized that there's a lot of science out there that no one uses.

And the funny thing is that six, seven months ago, I did an artificial intelligence analysis using chat gpt using jim and i using claude using rock and i gave them all of them a list of like 20 30 books that are popular in marketing and ask them to rank them and map them based on their scientific validation and their application to the marketing world and what you notice is that 95% of the marketing books that you and I read that are so popular out there are based on nothing but the author's opinion, storytelling, for which he or she uses a couple of case studies to post-rationalize his principles.

There are very, very few books that are basically purely science or evidence-based.

I don't know if you have any ideas on why you think marketers gravitate towards this.