Mustafa Abbas




United Kingdom




Sep 2018 - May 2020

By Mustafa Abbas

The Devil is in the Detail

Marketing could be described as the art and science of persuasion. And in order to persuade, one must have an understanding of human nature.

As we plunged into marketing, it seemed to encompass almost everything under the sun. At one moment we were psychoanalysts for commercial ends, at another, financiers calculating the lifetime value of clients, and at the next, we were moral philosophers pontificating upon the ethics of consequentialism.

There was manifestly no time to suck the marrow from the bone. Not least because we ate chocolate, listened to music and discussed loo rolls, ad nauseam.

The insights into human nature were often profound and an example will hopefully highlight how much this module on marketing has contributed to my understanding of the world.

It seems that as human beings we have a knack for quickly forgetting details. Crucially in fact, we forget those details faster than we forget our general awareness of the wider subject. “Awareness” decays only at about 10% every 6 months but “Image” decays at about 40% every 6 months.

This was a Eureka moment. In my trivial world, I could finally understand why Kate Moss, during her notorious cocaine scandal, was able to flee to America for a period of time and then return with her career intact. It was not the Great British forgiving public. It was the impact of time.

As Oscar Wilde said, ‘the only thing worse than being talked about is not being talked about’ if indeed we can remember what you were talking about in the first place.

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