{"id":146294,"date":"2020-04-27T15:55:00","date_gmt":"2020-04-27T14:55:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=146294"},"modified":"2020-04-27T15:50:35","modified_gmt":"2020-04-27T14:50:35","slug":"critical-thinking-for-the-modern-marketer","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/managing-digital-marketing\/personal-career-development\/critical-thinking-for-the-modern-marketer\/","title":{"rendered":"Critical thinking for the modern marketer"},"content":{"rendered":"<h2><span class=\"TextRun BCX0 SCXW10000640\" lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun BCX0 SCXW10000640\">Five approaches to develop your problem-solving and decision-making skills<\/span><\/span><\/h2>\n<p><span data-contrast=\"none\">As marketers, we\u2019re confronted with different types of questions, data, and challenges regularly. Whether it\u2019s reacting to a negative PR story, reviewing the performance of a digital marketing campaign, or weighing up different creative options, we need to make decisions that could impact our organization in both the short and long-term.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Although marketers need to develop<\/span><span data-contrast=\"none\"> a strong set of technical skills<\/span><span data-contrast=\"none\">, there is an equally important need for a rounded set of softer skills. One of the most crucial skills needed for effective decision-making is <\/span>critical thinking<span data-contrast=\"none\">.\u202f<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><a href=\"\/membership\/basic-letter\/\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2019\/10\/si_blog_banner.png\" alt=\"Sign up for Free membership\" onclick=\"ga('send', 'event', 'Blog link', 'Click free membership banner', 'goal setting and evaluation');\"><\/a><\/p>\n<p><span data-contrast=\"none\">At its core, critical thinking is about making clear, reasoned judgments. Whilst this in itself sounds straightforward, like many things it\u2019s easier said than\u00a0<\/span><span data-contrast=\"none\">done<\/span><span data-contrast=\"none\">\u00a0as we\u2019re all susceptible to a wide range of personal assumptions and cognitive biases. When we read, hear or see something, there\u2019s a risk we\u2019ll form a snap judgment based on what fits our existing world-view and act without questioning further.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">One of the keys to effective decision-making is the ability to take a step back and objectively evaluate all the available options. To do this, we need to have the capability to think critically.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Recognizing the importance of critical thinking<\/h3>\n<p><span data-contrast=\"none\">To develop our critical thinking skills, we need to think of this as a mind-set. By doing so, we bake critical thinking into our daily lives and not something exclusive to business or work. Some useful examples of critical thinking include:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-aria-level=\"1\" data-aria-posinset=\"1\" aria-setsize=\"-1\" data-listid=\"5\" data-font=\"Symbol\" data-leveltext=\"\uf0b7\"><span data-contrast=\"none\">A triage nurse will analyze incoming cases to decide the order in which patients should be treated.<\/span><\/li>\n<li data-aria-level=\"1\" data-aria-posinset=\"2\" aria-setsize=\"-1\" data-listid=\"5\" data-font=\"Symbol\" data-leveltext=\"\uf0b7\"><span data-contrast=\"none\">A mechanic will evaluate the different parts best suited to a particular job.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-aria-level=\"1\" data-aria-posinset=\"3\" aria-setsize=\"-1\" data-listid=\"5\" data-font=\"Symbol\" data-leveltext=\"\uf0b7\"><span data-contrast=\"none\">A marketing manager will need to analyze and evaluate web analytics and use this information to formulate an optimization plan.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">But what are the different steps and techniques we can use to refine our critical thinking skills? Here are five approaches:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Challenge assumptions and received wisdom<\/h3>\n<p><span data-contrast=\"none\">Every company, group, or team will have their ways of working, some of which will be made up of assumptions and received wisdom. Whilst certain processes and ways of working will be based on empirical evidence, some will include assumptions that have built up over time without ever being questioned.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">When I was new to one of my previous roles as a digital marketing manager, I discovered that the company was measuring its digital sales performance based on last-click attribution. Although last-click measurement has its merits, for this company it didn\u2019t accurately show where sales were being derived. By asking tough but respectful questions, the business reviewed its measurement principles and started to use a combination of methodologies, including <\/span><a href=\"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/incremental-measurement-advantage-and-opportunities\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">incremental measurement<\/span><\/a><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Ask the right questions<\/h3>\n<p><span data-contrast=\"none\">Building on from the previous approach, asking good, incisive questions will enable marketers to more thoroughly interrogate existing processes and ways of working. However, critical thinking isn\u2019t about challenging everything. On the contrary, marketers with sound critical thinking capabilities will tend to take a questioning approach when the stakes are high.\u202f<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Helen Lee Bouygues\u00a0<\/span><a href=\"https:\/\/hbr.org\/2019\/05\/3-simple-habits-to-improve-your-critical-thinking\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">in the Harvard Business Review<\/span><\/a><span data-contrast=\"none\">\u00a0gives an example:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote><p>\u201cIf you are in a discussion about long-term company strategy upon which years of effort and expense will be based, be sure to ask basic questions about your beliefs: How do you know that business will increase? What does the research say about your expectations about the future of the market? Have you taken time to step into the figurative shoes of your customers as a \u201csecret shopper\u201d?\u201d<\/p><\/blockquote>\n<h3>Get outside your bubble<\/h3>\n<p><span data-contrast=\"none\">I\u2019ve written before about\u00a0<\/span><a href=\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/marketing-innovation\/embedding-cognitive-diversity-within-your-team\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">the importance of cognitive diversity within teams<\/span><\/a><span data-contrast=\"none\">\u00a0but the same is true for individuals. If you only ever read the same things, listen to the same podcasts and converse with like-minded people, there\u2019s a disproportionately high chance that you will have a narrower worldview that will prevent you from questioning the status quo and spotting new opportunities.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">It can be uncomfortable confronting different opinions or ideas that go against your personal way of thinking. The\u00a0<\/span><a href=\"https:\/\/www.thetimes.co.uk\/article\/the-polarisation-of-politics-should-worry-us-fp0pxfcvz\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">political battle lines in the UK<\/span><\/a><span data-contrast=\"none\"> and many other countries are a testament to that! But if we only ever operate in our personal bubbles we\u2019ll lack crucial critical thinking skills. Simon\u00a0<\/span><span data-contrast=\"none\">Kuper<\/span><span data-contrast=\"none\">\u00a0in the Financial Times recently\u00a0<\/span><a href=\"https:\/\/www.ft.com\/content\/760e2f0a-efa8-11e9-bfa4-b25f11f42901\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">listed the eight habits of people with \u2018beautiful minds\u2019<\/span><\/a><span data-contrast=\"none\">:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ol>\n<li><span data-contrast=\"none\">They treat every situation as a learning opportunity.<\/span><\/li>\n<li><span data-contrast=\"none\">They can clear their mind to see the other person.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">They often suffer anguished boredom in ordinary social life.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">They are specialists, yet are always trying to master other fields<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">They gather insights from many different realms.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">They do the work they want to do, not the work the world seeks to impose on them, even if there\u2019s a cost to their career or income.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">They have the imagination to come up with ideas, but also the humility and technique to test against data.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">People with beautiful minds say what they think is true.<\/span><\/li>\n<\/ol>\n<h3>Reason through logic<\/h3>\n<p><span data-contrast=\"none\">Wherever you work, pay close attention to the \u2018chain of logic\u2019 that has been used to construct different arguments for why things are the way they are. Critical thinkers should take a data-centric view and ask themselves: \u201c<\/span><i><span data-contrast=\"none\">is the argument supported at every point by evidence\u201d?<\/span><\/i><span data-contrast=\"none\">\u00a0And:<\/span><i><span data-contrast=\"none\">\u00a0\u201cdo all the pieces of evidence build on each other to produce a sound conclusion\u201d?<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Helen Lee Bouygues explains that by being aware of common fallacies will enable us to think more logically. For instance, people often engage in what\u2019s known as\u00a0<\/span><a href=\"https:\/\/hbr.org\/2017\/03\/a-5-step-process-to-get-more-out-of-your-organizations-data\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">\u201cpost hoc\u201d thinking<\/span><\/a><span data-contrast=\"none\">. In this fallacy, people believe that \u201cbecause event Y followed event X, event Y must have been caused by event X.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">For instance, a marketing manager may believe that sales of hot soup go up in the winter because of the cold weather, but until this assumption is tested it\u2019s not possible to know if this belief is correct.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/keep-team-date-digital-marketing\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/08\/keep-team-up-to-date-with-marketing-106x150.jpg' alt='How to keep your team up to date with digital marketing'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Download our Business Resource \u2013 How to keep your team up to date with digital marketing<\/strong><\/p>\n                    <p>The guide is also useful for agencies since teams need to be ahead of what's happening, so their clients can always get the latest thinking and trends.<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/keep-team-date-digital-marketing\/'>How to keep your team up to date with digital marketing<\/a><\/p>\n                <\/div>\n            <\/div>\n<h3>Engage in active discussion<\/h3>\n<p><span data-contrast=\"none\">As\u00a0<\/span><span data-contrast=\"none\">alluded<\/span><span data-contrast=\"none\"> to in the third point above, critical thinkers look beyond their own personal bubbles. But in addition to this, they are also looking for ways to improve their own knowledge and understanding of the world when speaking to people by engaging in active discussion.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Instead of trying to \u2018win\u2019 an encounter with clever jargon, titles, or name-dropping, critical thinkers will look to absorb what anyone is saying, regardless of their status. For example, a senior marketing director can learn as much from a Gen Z intern (trends, interests, technology) as anyone operating at <\/span><span data-contrast=\"none\">their<\/span><span data-contrast=\"none\">\u00a0own level.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3>Conclusion<\/h3>\n<p><span data-contrast=\"none\">Critical thinking is a crucial mindset to adopt as a marketer if you\u2019re looking to make a real difference within your organization. The ability to think outside of your own echo chamber, evaluate situations with genuine objectivity, and ask challenging but respectful questions will improve your problem-solving skills and enable you to make good decisions.\u202f<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Five approaches to develop your problem-solving and decision-making skills As marketers, we\u2019re confronted with different types of questions, data, and challenges regularly. Whether it\u2019s reacting to a negative PR story, reviewing the performance of a digital marketing campaign, or weighing &hellip;..<\/p>\n","protected":false},"author":12923,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[342,896],"tags":[1129,1490],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Critical thinking for the modern marketer | Smart Insights<\/title>\n<meta name=\"description\" content=\"Explore five approaches to develop your problem-solving and decision-making skills and improve your critical thinking as a marketer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/personal-career-development\/critical-thinking-for-the-modern-marketer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Critical thinking for the modern marketer | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"Explore five approaches to develop your problem-solving and decision-making skills and improve your critical thinking as a marketer.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/personal-career-development\/critical-thinking-for-the-modern-marketer\/\" \/>\n<meta property=\"og:site_name\" content=\"Smart Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/smartinsights\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-27T14:55:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-27T14:50:35+00:00\" \/>\n<meta name=\"author\" content=\"Gavin Llewellyn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smartinsights\" \/>\n<meta name=\"twitter:site\" content=\"@smartinsights\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gavin Llewellyn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/personal-career-development\/critical-thinking-for-the-modern-marketer\/\",\"url\":\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/personal-career-development\/critical-thinking-for-the-modern-marketer\/\",\"name\":\"Critical thinking for the modern marketer | Smart Insights\",\"isPartOf\":{\"@id\":\"https:\/\/www.smartinsights.com\/#website\"},\"datePublished\":\"2020-04-27T14:55:00+00:00\",\"dateModified\":\"2020-04-27T14:50:35+00:00\",\"author\":{\"@id\":\"https:\/\/www.smartinsights.com\/#\/schema\/person\/ec72ac3813aaa3acc8c07a89022070cc\"},\"description\":\"Explore five approaches to develop your problem-solving and decision-making skills and improve your critical thinking as a marketer.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/personal-career-development\/critical-thinking-for-the-modern-marketer\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/personal-career-development\/critical-thinking-for-the-modern-marketer\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/personal-career-development\/critical-thinking-for-the-modern-marketer\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.smartinsights.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Critical thinking for the modern marketer\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.smartinsights.com\/#website\",\"url\":\"https:\/\/www.smartinsights.com\/\",\"name\":\"Smart Insights\",\"description\":\"Digital Marketing &gt; 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