Gregor Cuzak

on marketing, business and philosophy



Srdjan Mihajlović, the creative director of Grey Belgrade, an ad agency, told me this story, which shows why it’s so important to know the context if one wants to make good decisions.

A four year boy comes to his mom: “Mom, my arm hurts!”

The mom reacts immediately: “We better see the doctor now, let’s go!”

Now the boy’s father replies: “Come on and cool down. You know kids and their aches and pains. It’ll be fine.”

“Did you notice that our son, four year old, never ever complained about any pain in his life so far?” asked the mother.

They went to see the doctor right away and the mom was right, the boy’s arm was broken.

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