, 

As a general principle in life (with the exception of stupid people), 

Whenever you see people, businesses or companies doing something repeatedly, again and again, 

Then it’s safe to assume that there’s a reason behind it. 

And in most cases, it’s because that thing works, or delivers the expected results. 

Because if it’s not working, why would they keep doing it?

Especially if it's a business. 

Because all businesses exist to make profit. 

So they only do things that help them make or increase5 profit. 

An example is adverts. 

There’s a reason big companies still pay good money to radio and television stations to run adverts for them. 

And the reason is simple. 

It works!

Traditionally, those kinds of advertising are not expected to translate directly into sales (that’s what direct response marketing is for). 

But they play a very huge role in increasing awareness for companies. 

Examples of such companies include

• Dufil foods (Indomie noodles), 
• Coca Cola, 
• Dettol Soap, 
• Malta Guiness, 
• Maggi Star, 
• Et cetera. 

Check these companies very well. 

And you’ll find that they are still at the top of mind of the average nigerian. 

How did they manage to get and stay there?

You already know the answer. 

So coming back to my initial point, 

If something works, keep doing it. 

And if you notice people doing something over and over again, try to understand the reasoning behind it. 

And if you find out that it’s because of a result that it delivers, and that result is something you want for yourself or your business, 

Then do it. 

Again, this doesn’t apply to stupid people. 

Make sense?

Good. 

See you tomorrow. 

— KD™