REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Are you smarter than a 4th grader? Apparently none of the designers, ride operators, or masses of tourists were particularly bothered by a typo on a Walt Disney World sign that was erected eleven years ago. In May, a fourth grader finally brought the mistake to the park officials’ attention, and was thanked accordingly. Perhaps it takes a fresh perspective—someone who has just recently learned to spell, in this instance—to see an error. It seems more likely, however, that many saw the error, but no one bothered to take the necessary steps to correct it. This illustrates an important marketing point: the status quo is not necessarily acceptable simply because nobody has raised an objection to it. Innovation requires someone to speak up and identify a problem.

Contributed by Elizabeth

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