Does the Internet make idiots of us all? My answer is a resounding “I need no help in that department”

Here’s a good insult for you.

My great favourite Dr. Johnson said unkindly of the playwright Sheridan (who was actually brilliant) :

“Why, Sir, Sherry is dull, naturally dull. But it must have taken a deal of effort to become as we see him now. Such an excess of stupidity is not in nature.”

This brings me to my favourite subject – me.

You probably never noticed, but yesterday I sent out a blog heading without copy which read “Another magnificent display of incompetence from the man who has infuriated” – then stopped.

You could call this “art imitating life”. It may not have infuriated anyone – we get an ample supply of garbage in our in-boxes already – but it certainly was incompetent.

The question is, though, can I blame the internet for my excess of stupidity?

I think it enables me to make the sort of mistakes I’ve always made – but much faster.

For instance, years ago I wrote a mailing for Management Today. After it went out (instead of before, which would have been intelligent) I rang my friend Victor Ross, former chairman of The Reader’s Digest to ask if he’d look over the mailing.

He had actually received it, and said: “You have not said whether it’s a weekly or a monthly.”

Luckily the mailing did pretty well – but no thanks to my stupidity.

With the help of the internet I could have made the mistake much faster (and less expensively).



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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