Don’t just a book by its cover.
Funny thing. I just walked by a bookstore and watched as 10 people did this exact epigram.
We judge books by their cover in all walks of life. Within seconds of meeting people, we automatically form an opinion of what type of person they are, what they would be interested in, and whether or not we like them. Then the rest of our conversation with them is trying to confirm our belief. If they don’t do something that drastically goes against our hypotheses, then the box that we placed them in becomes thicker.
We do this in marketing all the time: judging books by their cover. We often create buying personas and customer segmentation based on a few facts. (cover page) But the best marketers have not just read the cover page, they have read the whole book. They understand their customers, their drivers, barriers, and pain points.
Whenever meeting a new person, interacting with family/friends, or marketing to our customers, we need to dive into the chapters of their lives in order to truly understand them.
Yes, it’s better to read the cover page of some books, then nothing at all. But we can’t stop there.
Mitch's Blog 