Marketing material never starts with “this is what we assume to be true…” Or even “our understanding of what you want is…” And there is good reason for this as I would imagine few of us would pay attention to those ads.
However, in everything we do we make assumptions. We interpret the stimulus we receive in a way that keeps our worldview in tact. The person beside us is doing this too; they might just have a different worldview.
Our assumptions change our reality.
So when we build an identity system for humanitarian organisations assuming people have mobile phones and government issued IDs, but don’t state that assumption we might run into problems.
So perhaps not in our marketing, but in our discussions we need to get better at talking about assumptions. Really talking about our assumptions. It might save us a lot of time, money, and frustration.
by Anna Gru