Some organizations and marketers thrive on the uninformed consumer. They seek out people who don’t know, and who aren’t particularly good at decision making.

Others do their best work when the customer knows what’s up and is making an informed choice.

Are you closing the sale or opening it?

If your prospects knew everything you know, would they choose you?

When marketers sign up for the iterative process of education and sophistication, our path is clear.

And if we sign up to confuse and manipulate, that path is clear as well.