While I was writing Secret Recipes the other day, I noticed I wrote another post a while back on a similar topic and yet with an apparently contrasting message. I now want to try to make better sense of my thoughts around doing.
Secret Recipes is about approaching information in a critical way. I say that 99.9% of the people seeking information online (how-to and step-by-step guides, mainly) will not do anything about it, and that the remaining 0.1%, those who plan to actually implement the recommendations, should factor in the role of context and luck. That is to say, they should not take what they read as immediately applicable to their case.
We know what to do is about the inability to act on what we know. Our hubris often makes us not follow common knowledge because we think we are different, our situation demands it, our idea is better than the millions that have come before it. And this makes us fail even when there’s a pretty consistent agreement out there about how we should have acted.
Secret Recipes suggests to be critical with information, We know what to do seems to suggest the opposite, that is to say to follow the knowledge we gather.
Both are true, and it very much depends if we are talking about strategy or tactics.
We know what to do is about strategy. It’s about the knowledge that multiple generations have gathered around how certain things are done. It’s about rules, frameworks that people have been following before and that have worked. And so other people also followed them, and again they worked.
Of course, sometimes the rules need to be broken. Yet, rather than believing this is the time, with us, here and now, we usually end up much better off if we stick to them. For example, if we start doing marketing by investigating the market and the customer, no matter if our product is so unique everybody will go nuts about it. Or if we are pitching to Guy Kawasaki with a presentation that follows his 10/20/30 rule, no matter how important it is everything we were planning to say.
Secret Recipes, on the other hand, is about tactics. That’s what most of the content nowadays is about, because tactics are usually more nuanced and dependent on the situation. For this reason I believe that being critical is necessary, and the more we act on such tactics anchoring them to the general framework (the strategy), the better.