The person who calls it “nonsense” is a bean counter at Oxford, an accountant, also known as the bursar of New College.
As you probably know, Gregory comes from a long line of scientific greats in the Bateson family who have been dons at Cambridge for centuries. An unbroken chain.
Gregory’s father William first coined the term “genetics” after translating Mendel’s work from the original German.
The great scientific families of England, namely the Huxleys, the Darwins, the Batesons, the Whiteheads, and more conversed and socialized in elite circles unknown to bean counters on salary.
As a family deeply rooted in the scientific (and specifically biology) realms of discourse, it is more than plausible Gregory’s father and or grandfather heard this entomological tale first hand.

Thanks, Scott. It is the little annoyances that destroy our flow-of-mind and reduce our effectiveness. Glad the list is helpful.

Thanks for sharing this list – I’ll be making some changes!

Thanks, Seena — very true!

Besides the oft-mentioned iProducts, consider the movie business, which provides immediate and specific input that any business can adapt.

Every week we read the revenues for the top 3 or 5 highest grossing films. The top grossing films usually range between $15 million and $75 million plus – for the weekend. The message? Customers are clearly indicating what kind of movies will capture their share of wallet.

Now, it’s not necessary to be the highest grossing (fill in the blank.) There’s a logical reason for offering niche products/services. But even those must satisfy a select group. Knowing who they are and why they’ll buy will reduce risk, save money, and help grow a business.

Max — so good to see you here! I bet your fridge is crowded 🙂 Thanks for commenting. See you at DFR next week.

Hi Jebb ~ thanks for your comments. Yes, consulting, startups and candidate support are all about thriving in the moment and surviving the free fall. Not for the faint of heart. Good to hear from you.