As Britain gurgles down the drain, who’s to blame?

Last Tuesday morning I lurched off the plane from New York and whizzed off to the City to make a speech for the Market Research Society. This was not deliberate; just bad planning by this old fool.

I began by commenting that I could barely understand half the programme, which was true because much of it was pseudo-intellectual gibberish designed to impress. Then I quoted a few examples of inane research given to me by my friend, Iain Murray of Marketing Week.

Iain is the world’s best (and only funny) marketing columnist and the only reason for reading that journal. Here is what he said about perhaps the most ludicrous of many silly examples:

“When we read that seven per cent of people in Norway change their underwear only once a week according to a survey conducted by AC Nielsen, we simply allow our lives to move on. The information has no practical value, other perhaps than that our nose might be telling us the person we are sitting next to on the train could be from Stavanger.”

Anyhow, today I saw research that says 21% of London companies reported a lack of sales expertise in areas such as telephone selling, negotiation, presentation and account management skills.

I am astounded that the figure is so low. Most people I come across in these areas are almost laughably incompetent. I would expect it to be nearer 99.7%. After all, not one of the thieves who have run our banks aground has any qualifications, none of the government have had real jobs of any kind and the man vastly overpaid for running the Royal Mail is an ex-space salesman.

But more to the point, after perhaps the longest period of what looked like prosperity but was largely sloth and self-indulgence, clearly far too little money has been spent on training. And as training is one of the things managements cut down on first, we shall crawl out of the great Bliar-Brown depression worse prepared to survive it than we are now.

But who is guilty? Who are the ultimate culprits? Why do have a nation of illiterate, innumerate, benefit-claiming, brawling, beer-swilling, vomiting Big-Brother watching sloths?

This may be the most dishonest, clueless, rudderless, stupid and unpleasant, but we can blame British governments going right back to the 1960’s, when Socialist minister Tony Crosland, then in charge of education, said: “If it’s the last thing I do, I’m going to destroy every fucking grammar school in England. And Wales and Northern Ireland”.

And so the foundations of national decay were painstakingly laid in the name of equality by a man who himself had had the benefit of the best education money can buy – but believed more in levelling down than raising up. What he should have been saying, the stupid bastard, was “I’m going to make all the schools as good as the grammar schools.”

Others can be blamed of course. Margaret Thatcher, in particular – not for shackling the unions, nor for letting moribund industries die – but for talking about individual responsibility whilst strengthening central control, which stifles the sense of local and thus personal responsibility.

But it is above all education that is the problem. In my talk to the Market Research Society I quoted Aristotle, whom no doubt half the population thinks plays for West Ham United.

He believed that knowledge is the key to happiness. He also said: “Education is an ornament in prosperity and a refuge in adversity”. Our refuge is shoddy and ill-constructed.

By the way, shouldn’t we all arrange a giant party to drown “Sir” Fred Goodwin and all the others – not forgetting the Great Bloated Haggis – in the shit they’ve landed us in?

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.

3 Comments

  1. DaveC

    “Why do we have a nation of illiterate, innumerate, benefit-claiming, brawling, beer-swilling, vomiting Big-Brother watching sloths?”

    Living in Canuckistan where many of your countrymen and women enjoy ex patriot status, I’m reminded of a theory Mom told me decades ago…

    I intend no offense by typing this, and am only doing so because you asked.

    England killed off one million of its very best and brightest young men in WW1.

    The good Englishmen who survived (like my grandfather) lost their sons (my uncle) in WW2.

    End of line for many intelligent families. Plenty of unsatisfactory types left over.

    Thankfully you’re the exception that makes the rule. Please keep telling it like it is. I’m enjoying learning so much from you.

    FWIW Mom also said the English conquered the world because everywhere they went the weather and food was better than what they knew…

  2. Bloody hell! The weather in Canada mnust have improved a lot since the last time I was there

  3. Anonymous

    The past is the past. It’s only usefulness is as a source for learning. The learning point I get from what you are saying is that the solution to the world’s mess is better education. The means to that is a substantial presence of the free market in the education industry. I guess the means to that is the political process. i.e. you vote in those who have that on their agenda. Action is only possible in the present. You have taken action by writing your blog I commend you for that. You are obviously passionate about this. What is your next action? Political candidate?

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