Knowledge Isn't Just Knowing Rules

Knowledge is about actually knowing.

I read a very interesting article the other day about knowledge. Surprise, surprise. When it comes to real knowledge - and by that I mean real understanding - experts are often lacking. Take into account this story about Google offering to help a client increase his ROI on adwords, even though the guy had been running a successful campaign already. His campaign may not have followed all of Google's rules, but it did work. Once all the rules were applied, somehow it didn't. Old adage time: if it ain't broke, don't fix it.

So think about it. All the formulas and rules and ratings in the world don't mean anything if someone doesn't have real on-the-ground information, intuition and insight into your customers. Choose your partners based on that, and you'll choose the right partners.