Lather, Rinse, Repeat

Business legend has it that an advertising executive suggested adding the simple instructions- Lather, Rinse, Repeat to the client's shampoo bottle to double consumption and sell more product.



Millions of shampoo users dutifully followed the simple instructions as they washed their hair. Their actions were validated by "More is better" a flawed logic often also used with chocolate and horses.



The extra shampoo doesn't get hair any cleaner, but it sure helps sales. Regardless of roots in fact or fiction, when you see or hear something often enough, it becomes a perceived truth.



Perceived truths in business often appear as faux pearls of wisdom:

"You have to spend money to make money."
"If you build it, they will come."
"The customer is always right."

Proficient at ignoring the latest business buzz phrase, the wise in business remember this simple piece of advice: Test what you think you know.