"Ignorance more frequently begets confidence than does knowledge: It is those who know little, and not those who know much, who so positively assert that this or that problem will never be solved by science." — Charles Darwin, 1871

There was once a dreaded statement / request heard in marketing conference rooms across the corporate world:

"We need a viral video!"

Now it's more likely to be:

"We need to cancel our conference or event sponsorship because of coronavirus!"

In each case, it's a reactionary statement, uttered after built up frustration or emotion has overtaken other thought processes.

But the two approaches differ in one key area: the level of considered thought that went into each.

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