Is Strategy Complex with JP Castlin

Which is a great introduction to what we'll be talking about later on.

This definition of the world being ordered or this understanding that the world is ordered.

It's kind of deep rooted, isn't it? There are lots of people in lots of places and we're kind of taught this at school that everything has a structure and we decide these things.

And if A and B happens, then C is the next thing to happen.

We're told this, so it must be true, right?

Yeah, I mean, yes, that's precisely it.

So in the Western philosophical tradition, you can go back probably to the ancient Greeks at least.

But for the sake of the argument, let's say that we go back at least to the late 1700s.

So you had ideas, well, coming out of Newton originally, which was the 1600s, but then into classical, neoclassical economic theory.

And these ideas spread around.

far beyond their kind of immediate purview.

And the issue again was like, don't get me wrong.

Those ideas have helped humanity a very great deal, right? And we took massive leaps forward as a civilization as a result.

Having said that, there are limitations to these theories, which we've seen with Einstein and so on and so forth.

But we're still taught that fundamentally, this is how the world works.

This is how markets work.

This is how marketing works, if you will.

And for every question, there's one correct answer.

And if we do this one thing, regardless of the context, then we're going to get this result over here.

And, you know, the effectiveness rule is 60-40, regardless of where you are.

Or sometimes now with effectiveness in context, it's, you know, 60 or 70-30 if you happen to be a brand working in quote-unquote finance, whatever it might be, right? Those kinds of rules.

And unfortunately, as I think most people realize in practice, in reality, is that that's not really how the world works.

Sometimes it is, but oftentimes it's not.

So that's the big thing.

So from our perspective as humans, we love this certainty that rules and order can give us, don't we? It helps us through our day because we cling to this certainty that, well, economic theory says that we behave in this way and these rules of marketing tell us to behave like this.