Are there secrets to business success, including just the right
mix of social media exposure, search engine optimization, cross-platform compatibility,
big data analytics, and personal habits that track the methods the most successful
entrepreneurs employ? The answer would be yes judging by the number of books,
websites, and speakers who promise to reveal the secrets that will propel us to
greater success and prosperity.
But maybe we are like the participants in the Red Queen’s race in Through the Looking-Glass , running faster and faster to just stay in place. Whatever tricks we employ, we can be sure that others are there before us—and those others may be faceless algorithms that ensure that there are no ultimate, clear winners. Anyone who promises us unfettered access to “secrets” may be well-meaning or not, but that promise has been a marketing ploy for centuries, its practitioners aware that we will pay more to get ahead of the competition, even if in reality we are barely keeping up.
How, then, should we treat business lessons provided by experts? How much skepticism is warranted and when can we trust a course of action?
Part II will suggest how critical thinking can be applied to business expertise.