Illumination

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. - David Ogilvy 


Judgment is the melding of thought, education and philosophy - each of which can provide illumination. Don't use just one and ignore the other two lest you use the lamp post only for support.


(Other posts on Decisions)