Quote of the day:
All the perceptions of the human mind resolve themselves into two distinct kinds, which I shall call impressions and ideas. The difference betwixt these consists in the degrees of force and liveliness, with which they strike upon the mind, and make their way into our thought or conciousness. Those perceptions, which enter with most force and violence, we may name impressions; and under this name I comprehend all our sensations, passions and emotions, a they make their first appearance in the soul. By ideas I mean the faint images of these in thinking and reasoning…
There is another division of our perceptions… which extends itself to both our impressions and ideas. This division is into simple and complex. Simple perceptions or impressions and ideas are such as admit of no distinction nor separation. The complex are the contrary to these, and may be distinguish’d into parts.
~ David Hume, A Treatise of Human Nature
The use of pure expertise to solve problems and create value (i.e. consulting) is full of both ideas and complexity.
But our job as marketers is to turn ideas into impressions… and complex perceptions into simple perceptions.
Because although it’s the ideas that ultimately deliver the result, it’s the simple impressions that strike upon the mind with “force and liveliness” that create the desire to take action that produces first, the opportunity… and then, the sale.