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Sadly I’ve seen way too many planner presentations that do this.
Normally under the heading ‘universal human truth’.
As I’ve said before, there’s nothing wrong with talking about that as long as:
1. You don’t act like you’ve just broken the Da Vinci code.
2. You accept that while people might have similar views on a certain subject all around the World … how people ‘express’ it can be very different depending on all manner of criteria – from culture to cash-flow.
By all means do research that ‘checks in’ with where brand/cultural behaviour currently is.
By all means talk about the issues and opportunities that can come from a static situation.
But don’t – please don’t – try and claim you have discovered something new when it has been both the obvious and accepted for decades.
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