Diligence not dogma

Karl Popper said:

“Whenever a theory appears to you as the only possible one, take this as a sign that you have neither understood the theory nor the problem which it was intended to solve.”

It's useful for when we see people arguing about the one possible version of the truth. There's being diligent with the evidence, and there's being dogmatic. And here's the reality.

Different clients will operate with different models for how marketing works for them. ‘The evidence’, a bit like best practices, is often an agglomeration of averages.

It's good to raise the floor, but not so much to lower the ceiling. Consider context and dogma tends to fade away.