Surrounded by piffle on all sides – a lot of it fatal. Why?

We’re all emotional, but I’m emotional about what you may consider some very odd things.

Quotations, for instance. Here is one from Aristotle:

“We have a duty to know. That is what humans are for, and it alone leads to happiness and is the nearest we can come to immortality.”

I use it sometimes in seminars, and I confess that almost every time I do, I get a lump in my throat. Odd? Perhaps. I just believe in it very deeply.

Anyhow, it came to mind when I read of all things a review of a jazz concert in which a writer referred to the late Bill Evans as “the most influential pianist of the 20th century”.

Not just jazz pianist – any pianist.

That man is talking straight through his hat.

Let’s take jazz. Bill Evans was a nice melodic pianist – but does he compare for an instant with Art Tatum, widely acknowledged by jazz pianists themselves as the greatest jazz pianist of all time? I remember one telling me that every time he heard Tatum he felt like giving up. Did he have more influence than Scott Joplin, James P. Johnson or Duke Ellington? Or Erroll Garner, not to mention Thelonious Monk and Bud Powell? Or even Oscar Peterson?

That’s just jazz pianists. But since he was a jazz pianist with a dash of the classical, can he possibly even compare with the highest-paid concert pianist ever – Paderewski? Or Rachmaninov – not only a great pianist but a great composer – also true of Bartok and Prokoviev. What about Horowitz, Rubinstein, Gilels, Gould, Arrau?

No doubt someone even more ignorant than him will believe this man and repeat his piffle.

We live with the depressing consequences of ignorance every day.

Men, women and children die in agony every day because Blair, Bush and their henchmen never studied what has always happened to invaders of Afghanistan; or in Iraq’s case never looked at what the Allies did at the end of World War 2 to make sure Germany didn’t collapse in chaos.

And now we’re all going to be coughing up for a few years because bankers and politicians never studied previous collapses – all with similar patterns going back to the 17th century.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

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