What It Takes to Acquire “The Knowledge”
It was a cold, rainy London morning on Monday, September 28th when I first learned about The Knowledge.
I was getting a tour of the city with a friend I met at a 5-day training when our London taxi driver suddenly began educating us on “The Knowledge.”
This education came after I asked for his candid recommendation about which London car service was the most reliable to hire. Our driver’s answer was immediate, simple and straight-forward.
“Anyone you see driving a Black Cab in London must pass a test called The Knowledge. The Black Cab drivers have already passed this test which demonstrates that they have an intimate knowledge of the streets in London,” he said.
“If you want to get to your destination faster and more reliably, just hail-down a Black Cab – like the one you’re in – and you will be delighted with the service,” he added.
It was a solid recommendation because the night before the taxi driver I chose wasn’t in a Black Cab and wasted twenty minutes of our time looking for a restaurant on a side-street he couldn’t find.
He obviously didn’t have The Knowledge.
The 2 Rules of Marketing: If you want superior knowledge over your competitors to win every marketing game you play, you must first learn two important rules. I teach my students these 2 Rules because they’re both critical.
Rule #1: “Know your Market.”
Rule #2: “Never forget Rule #1.”
The Market for the London taxicab driver is the mental map they’ve memorized of the 320 main (standard) routes through central London, as well as the 25,000+ streets within the major arterial routes through the rest of London.
It’s mind boggling!
Acquiring The Knowledge really means that a taxi driver must master all of the routes and streets contained in “Blue Book” (known as The Guide to Learning the Knowledge of London) put out by the Public Carriage Office which regulates licensed taxis in London.
Training for The Knowledge: During their training, would-be cabbies (known as Knowledge Boys and Girls), will typically seek-out the many routes around London on motor scooters.
They can easily be identified by the clipboard fixed to the handlebars and showing details of the streets to be learned
that day.
According to the “Blue Book,” taxi-driver applicants must be “of good character”, meeting strict requirements regarding any criminal record, then first pass a written test which qualifies them to make an “Appearance.”
During their Appearances, these Knowledge Boys and Girls must (without looking at a map) identify the quickest and most sensible route between any two points in metropolitan London that their examiner chooses.
For each route the applicants must recite the names of the roads used, when they cross junctions, use roundabouts, make turns, and what is “alongside” them at each point.
The memorization required to pass The Knowledge oral examination is utterly massive.
“Each Black Cab driver must learn the key London routes, as well as the ‘points of interest’ along those routes including streets, squares, clubs, hospitals, hotels, theaters, embassies, government and public buildings, railway stations, police stations, courts…
… diplomatic buildings, important places of worship, cemeteries, crematoria, parks and open spaces, sports and leisure centers, places of learning, restaurants and historic buildings,” reports Wikipedia.
What Ignorant Marketers Do: In the business world, most entrepreneurs choose to ignore the importance of thoroughly “knowing their Market.”
They don’t take acquiring marketing knowledge seriously as they should, and they often “outsource” their marketing responsibilities to unqualified people outside of their companies.
These entrepreneurs are like the millions of other cab drivers in cities outside of London who drive their passengers around without precise knowledge of how to get to their final destinations.
Sound familiar?
The net result of this lack of knowledge is to waste a lot of money and time on strategies that get them lost and even lead to becoming irrelevant to their customers.
What Knowledgeable Marketers Do: The best marketers have the same attitude of London Black Cab drivers because they have the reverence to seek and acquire The Knowledge about their target markets.
There are far fewer of these marketers, but they are the wealthy ones because they are the leaders who have superior insights and situational awareness about how to undercover the most profitable niches in their target markets.
Look, throughout the world there are millions of taxi drivers. In the UK alone, there are probably a few hundred thousand taxi drivers. But less than twenty thousand have The Knowledge of the Black Cab drivers in London!
That’s the type of marketer I want you to aspire to be.
I want you to become a marketer with the “knowledge-passion” of a London taxicab driver so you can learn to know every nook and cranny of where your Market exists.
Fact #1: Black Cab drivers with The Knowledge have the ability to decide routes immediately in response to a passenger’s request, rather than looking at a map, relying on satellite navigation, or asking a controller by radio.
Fact #2: The Knowledge is the world’s most demanding training course for taxicab drivers, and applicants will usually need at least a dozen “Appearances” (attempts at the final test) after preparing an average of 34 months to pass the test.
Fact #3: The oral exam was initiated in 1865, and has changed little since. Medical tests have discovered that London cab drivers developed a bigger hippocampus – the region of the brain where info about locations is stored.
If you want to be ready for The Knowledge about your target market, you must know the answers to the following 5 important questions. This is what is known as your Marketing Executive Summary:
- What is the URGENT PROBLEM of your target market?
- What is your UNIQUE SOLUTION to this problem?
- Why is your target market STUCK with this problem?
- What’s the step-by-step PROCESS to get them unstuck?
- What’s the first ACTION STEP to your unique solution?
What To Do Now: Re-read this post. And if you live in the United Kingdom, be advised that I plan on visiting London again for a 1-day training in November.
If you’d like to attend, please let us know through our Online Help Desk. In the meantime, please comment and share this post with other who also feel it’s important to acquire more knowledge about their target market(s).
Tags: alex mandossian, black cab, Info Marketing, london, marketers, taxi drivers, The Knowledge
I’m going back to London on November 21st for a 12-hour training and if you’re in the UK (or near-by in Europe), I do hope our paths cross then.
Your comments on this post and sharing is most appreciated.
Good Sales,
~ Alex
Action step: Acquire the KNOWLEDGE to KNOW my market
Thank you Alex for inspiring me to gain “knowledge passion”, love that!
There really is only one way to travel in London, it is by Black Taxi.
So looking forward to also acquiring a slightly larger hippocampus
In Health & Happiness
Elizabeth
What a delight it must be to ride in a Black Cab in the UK. If you have ever had the opportunity to ride in a taxi in any major US city, you are aware that this approach to has not caught on in the USA.
As a marketer I can tell you that I arise each day knowing that, despite whatever knowledge I have acquired, I must seek, welcome more and decide which elements to put into action. Each day there are new tools being developed, new strategies being taught, but you know what’s interesting? The fundamentals still work and I still practice them everyday. Your Marketing Executive Summary brilliantly illustrates what any business should focus on day in day out.
Live Your Dreams,
Jill Koenig
http://www.TheGoalGuru.com
Hey Alex,
Great post and information. When we go to United Kingdom we’ll make sure that we use a Black Taxi!
Our question to your readers is how do they manage all this information and knowledge in today social media market?
Thanks,
–Pat & Lorna
http://TheCoolestCouple.com
Alex, great post that gets the point across very powerfully. If more small business owners took the time to learn the streets like the wanna-be Black Cab drivers, they’d turn their marketing results around so much more powerfully and faster than they would believe.
It’s the most challenging work I do with any of my small business marketing clients… getting them to go back to the core marketing principles, the foundation… and answer the 5 questions listed at the end of your post.
Too many small business owners waste a lot of time and energy desparately trying to get potential clients to listen to who they are and what they do… how experienced they are and what services they offer. Sadly, many times they don’t know their market and don’t realize the information their blasting out there is not answering the 5 questions.
I always go back to this summary statement for my clients. Be crystal clear on who you want to help and what you want to help them with.
Thanks for another great post. Wish I lived in London… I’d be at the one day training.
All my Best!
Kevin
Alex – your use of metaphor and real-world situations that you encounter to share marketing and business insights is very helpful in moving me from awareness to understanding.
Thanks, as always for another insightful post!
– Paul
This post is a “jewel” because the story is one that nearly any adult can relate to – given the choice to hop in a cab that has “the knowledge” and knows the streets of London enough to arrive quickly & safely to the travelers destination, vs. a cab where the driver wastes time looking for the destination – the choice is a no brainer. BINGO!
This should be the thought process of our ideal prospect as THEY select us to be their provider (or coach).
I will be using this post to refer clients who are taking my “Finding Your Voice” group coaching program as part of the Coaches Profit Wheel.
A jewel of a post. Thank you for sharing. You are so great with stories that enlighten.
As I re-read this post it reminded me of an interview I did on the Get More Business Internet Radio Show with Terry Dean – a question he add when he survey’s his market in addition to asking them what their biggest question is about _______ – is “How difficult has it been to find the answer or solution you are looking for?”
I’ve been fascinated by the sheer volume of “The Knowledge” ever since I got back from London. It’s partly why I’m going back – I can’t wait to take a Black Cab again :-)
Paul, thanks for stopping by and please also share on my Fan Page at http://www.ProductiveToday.com … Based on your past experience, I know you must a few Productivity Tips up your sleeve you could share.
~ Alex
Everything comes back to fundamentals as I think you’re suggesting, Kevin.
One of the things that frustrates me is “new and exciting” and never a substitute as “old and proven.” But “new and exciting” sounds sexier and more appealing to new or wanna-be marketers so they go for it.
If you’re in London on Nov. 21st, I’m pretty sure I will be there :-)
Cheers (as Londeners say),
~ Alex
If you get the full history of “The Knowledge” from Wikipedia, you’ll find it very interesting. I was impressed and even shocked at how much studying time a “black cab” driver undergoes. It’s remarkable. Yet the pride they take in getting around the streets of London (without getting lost) is without equal.
Thanks for stopping by P&L,
~ Alex
Hey Jill,
Thanks for your comment and your consistency of stopping by and reading. If marketers took the same price in learning more about their markets as London “black cab” drivers take in knowing the streets, we’d have a few more billionaires these days.
Speak soon,
~ Alex
Hey Melody,
Thanks for the “re-read.”
Your second and first comments meant much to me.
~ Alex
[...] [...]
Alex,
The first time I watched a documentary on the amazing rigor and “trial by fire” involved in passing these tests, I was absolutely amazed.
Wouldn’t we all want our doctors to possess “the knowledge”?
Our airline pilots?
Our tax advisors?
Our bridge inspectors?
I consider it a challenge to rise up to the level where my clients can be sure they have interacted with “the knowledge” whenever they interact with me.
Tremendous post!
Gogo
Thank you. I agree, all independent professionals and “marketing” pros should undergo the same rigors of the “The Knowledge”
Thanks for commenting,
~ Alex
This is a very interesting insight Alex. You are well researched brother, will look forward to your forth coming appearence in London in November if you happen to make it.
Eddington.
P.S. Acquiring knowledge seems to be one single most biggest challenge that stops most of us dead in our tracks.
[...] What It Takes to Acquire “The Knowledge” | Alex Mandossian's Blog [...]
Hi Alex,
as a Londoner (and recent attendee at Harv Eker’s GBI) I loved your analogy between the Black Cab drivers and marketing … and the parallel can also be drawn with Customer Service. It’s suddenly very clear :) Your list of 5 questions is a gem – just what I need for working on my marketing plan for my new project. Great to meet you in London!
kind regards,
Tracey
Alex-
Having lived and worked in the UK over 12 years I’ve had lots of experience with ‘The Knowledge’ practitioners. Since I teach about TLC- how to Think, Learn & Create- I paid attention to their methods. As you noted, they physically prowl the streets to learn main routes, punctuated by key edifices en route. This effectively creates a mental architecture stored in a multi-sensory way, onto which they then add levels of detail over time with more experience. Of course this makes them effective & efficient taxi drivers.
What is as fascinating to me is that, since they have learned HOW to learn and already have a mental INFRASTRUCTURE in place, they become knowledgeable about many other facets of life than just the streets of London. Cabbies are some of the most interesting people you’ll meet there for that reason.
It’s the same for us- if we become masterful at ANY subject in a multi-sensory fashion, then build layers and levels onto our foundational learning, we can move from 2-D to 3-D communicators.
Thanks for the memories!
Thank you for your comments.
I hope our paths cross when I visit in November. By then, maybe the taxicab drivers will be familiar with this post and this blog :-)
~ Alex
Great to meet you (again) as well. I hope we meet during my visit in November.
Thanks for commenting and I’ve found those 5 questions to be the most important way to start any new venture.
~ Alex
THANKS ALEX!!!!
My Brother, you’ve hit it again. The Value and Benefits in marketing our business is indeed, roped & Tied to The Knowledge of what we have to offer.
Your reminder has me logging into my back office to re-audit a Course
on the HOTEL industry. I had skimmed over it. Now You’ve Inspired me to Relearn the content and re-take the test.
It’s Funny ’cause, two ladies in my ‘Warm Market’ just asked me about where’s the best place to stay in London and be safe, secure and close to great shopping….I had nothing but Chain Hotelier ‘Ad Copy” to share and no real content. The Knowledge is in the Study, of the Business! So, for the Next 50 minutes I’ll be in My Travel Agent Back office! Peace & Blessings! ~ Greg Snead from AskYourTravelBuddy.com
[...] What It Takes to Acquire “The Knowledge”… [...]
Thank you, Greg.
I enjoy reading comments like yours. You get it. You know you get it. And you know how to pass on the message of the importance of “getting it.”
Thanks for stopping by and please keep passing it on…
~ Alex
On target and loaded with KNOWLEDGE as always, thanks Alex!
Hello from Russia!
Can I quote a post in your blog with the link to you?
Sure, go right ahead. As long as the link is relevant to business and the content is interesting to entrepreneurs.
Thanks,
~ Alex
Dear Alex, just technical question: I’d love to come to London, but in the payment form there is no Poland listed…. buuuu…. can this be fixed?
Alex,
looking forward to the event with bells on,
and your appreciation of the Knowledge is spot on.
I’ve lived in London for over 10 years, and have the knowledge in part.
What makes it really incredible, is the area it covers, and the way it is understood.
It is practical knowledge that is applied, not just theory,
and that’s something I’m looking to learning from you at the event.
Not knowing the market you’re trying to serve is something that I think 99.999% of people suffer from (including me at times). and how often do we hear I’m trying to serve “everyone”..
It’s clear that you have “the knowledge” and I’m looking forward to getting mine accelerated by you..
See you in London,
Simon
I’m looking forward to the event as well and perhaps someone from the UK can give me a few pointers on the “Queen’s English” version of “income” because as one of my U.S. friends pointed out. And changing words from “realize” to “realise.”
I’ll do my best to learn quickly :-)
~ Alex
Ewa, you’re right.
I’ll take care of it and thank you for point this out.
Again, many thanks.
~ Ales
Hello Alex.Thank you for information. Always thankful to you for that.
Have a wonderful time in London. If I could be there, I would be on your even.
Thank You Alex,
~N
Thanks, N…
If you want to be in London, you can be. The tuition is affordable, it’s getting there that may be a challenge. Either way, thanks for commenting and please share the post with others whom you also feel will benefit.
Appreciate you comment,
~ Alex
Alex, I love the parallel you draw between Taxi drivers and Marketers. As a Londoner I have often seen the knowledge boys on their scooters. They seem to have a much better route to mastery than the Internet Newbie does.
And what you’ve written here reminds me of what Ed Dale was discussing a while back.
He was wondering why so many people drift and get somewhat lost in their Internet businesses even though they seemed to do adequate Market Research.
His answer was that they did not know their Market deeply enough and from Market Research they needed to progress to Market Understanding…and from there to Market Leadership.
As you’ve pointed out Alex getting the Knowledge takes years of hard work. How long would you say it takes a beginner in Internet Marketing to acquire a similar degree of mastery?
I’m glad you love it, Alex. By the way, I like your first name :-)
It’s true, “Market Research” isn’t exciting to a lot of marketers, but those guys and gals possibly experience wild success as their researching counterparts. M.R. doesn’t take much time (if you know where to look, and who to follow), so part of my trip to London is to make the point at how critical M.R. is … we already know that “Keyword Research” is important, right?
I believe that 80% of a marketing campaign is Market Research and by have it done in advance, a marketer rarely goes in the wrong direction enthusiastically.
Thanks for dropping by and commenting,
~ Alex
[...] friend Alex Mandossian wrote an article on What It Takes to Acquire "The Knowledge" on his blog. The articles talks about how in London taxi drivers (Black Cab) must pass a test called The [...]
Hi every one
Excellent to use word knowledge, every one is saying that I have more knowledge.
WHAT ARE THE WAYS TO AQUIRE KNOWLEDGE??
One way to get theoritical knowledge by reading books or literatures.
Second way to get knowledge by seem things own self motivation.
Third way of get knowledge by listen to or talk to some one.
Fourth way to get knowledge by intuition mind of own self.
Fifth way to get knowledge by coaching, awareness, and practical.
What is the influance of word knowledge.
Every one know it, but don,t know how to aquire it and when and where to use it.
THE KNOWLEDGE IS THE KEY TO GET SUCESS. EVERY ONE KOW IT.
The knowledge person win the world, first to win own self.
One can grow his/her business with deep drive knowledge,very easy,own leadership quality, feel free from outer and inner stress of mind, get excellent results, develop loving connections and grow cool world wide.
Where to go which is the place to learn more??????????
Don’t wonder here and there, but your chance is here.
JOIN JUST NOW,ALEX BLOG, CHANCE IS THE OPPORTUNITY AVAIL IT, NEVER MISS, NEVER IS NEVER.
It’s interesting to find how challenging the content side is for someAll I can say is WOW!! You have stunned me with the amount a valuable reading here
As a VBT student of your I hope to be there Alex. The other thing about the black cabs is that if you are in a wheelchair they have no problems and couldn’t help more…. sometimes it pays to be flexible as well.
Smiles
Hi ALEX
THANKS FOR LOVING CONNECTION OF POST.
Firstly I want to touch your feet to get blessing
of you , GURU.
Today, I go through your valuable article and
found that research is the big key to get success in market.
With the help of GOD’S GOODNESS!
Here down laod the word knowledge by joining letters.
K-KNOW
N-NOBLE
O-OPTIMISTIC
W-WISOR
L-LEANIOR
E-EFFECTIVENESS
D-DETERMINATION
G-GREATNESS
E=EFFICIENT
Those who-so-ever is having such qualities inside and out side, he/she is knowledge human.
Can’t wait!
~ Alex
The Knowledge…
An excerpt from blog of Alex Mandossian – What It Takes to Acquire “The Knowledge”….
After repeated emails to your email addy, I have yet to find a way to unsubscribe to your mailing list. There is not option to be removed. PLEASE REMOVE ME
Hi every one
Why is knowledge has more importance?
Without knowledge man/woman is blind.
What do to do, where to go, whom to consult,when to get it,which is the right place?
Without knowledge our life become a question for ever.
Knowledge is to get lighten toremove the darkness on road.
It is lying with high quality Guru like ALEX.
It is a complete learning technique,and fully aware about tha thing.
What knowledge do give us?
It will release tension, and stresses of mind,easy going, faster drive,smoother running, achieve target well in advance.
Don’t know which “addy” you’re referring to, but EVERY email I send has an unsubscribe so if you’re on the RSS feed, then you can unsubscribe that way too. I’ll look you up and make sure you don’t get another email from me again :-)
Alex
Hi Alex,
I have a great new product that I spent months completing. I have already done a JV with David Anderson with my product and we both earned very well from it in only a few days. Since then I have improved the product and my new sales webpage is 10 times better. So I expect it to do very well in any future JV’s.
I am in the process of launching a JV with Rob Evens and I have set up a duplicate copy of my website that is dedicated to only our JV. This makes it very easy for me to split the profits 50/50.
If you would like me to set up another duplicate sales website and do a JV with me then please email me back and we can go over the details.
All the hard work is done and we both have an easy opportunity to make a large sum of money over a 2-3 day period. Please take the time to look at my product sales website at http://www.moneytree-cash.com
Because I am relatively new to this business I do not have my own list and hope you can email out my prepared letter to your list, directing them to our dedicated sales page and I would then send you 50% of all profits.
I would very much appreciate this possible JV and I will be more than happy to return the favour when I have my own list in a few months time.
Hope to hear from you soon.
Best Regards,
Colin Coppard
Ps. If you would like to see my product then let me know and I will send you a copy.
I just booked a trip to London!!! If you are planning a trip make sure you use http://www.1000travelsites.com to find the best prices for flights and hotels. They search pretty much every travel provider on the web in a matter of seconds! Then they list the prices from all of the travel providers on one page so you definitely get the lowest price every time. I’ve tried other sites like this before, but this one aways has the most listings and the best prices. It’s like the google of travel searches.
Hi Alex,
It was great to meet you again at GBI in London recently and thank you for the web critique you did of my site on stage!
Great news that you are comming to the UK. I liked your “Knowledge” story so much that I sent out a link to my database and clients, so that you for adding value yet again.
See you soon.
Paul
Hi Alex,
If you would like to see the sights of Oxford while you are over it would be my pleasure to show you around this wonderful City.
And as an added Bonus (linited time only) I’ll include dinner on me as well. :-)
All the best.
Paul
I am stuck in OZ with a broken foot… would love to be there can I take a rain check…
Hi Paul,
Thank you for the invitation. I’ll be in and out of London because of my Teleseminar Secrets launch, but I hope to come back to the UK within a few months and would enjoy that tour … and dinner :-)
~ Alex
Hi Paul,
Thank you for the additional promotion. You can also refer them to the Pre-Training at http://www.AlexInLondon.com/teleseminar1 because it will be a great set up on how to “trialogue” in the room (it’s my own version of Speed Networking).
See you in London,
~ Alex
Hay every one
I feel proud to know ALEX has convert practical to theory.
High voltage stuff and unique for new genration.
It is must to check the charactor of taxi driver and attitude also.
Love says to remain for ever,did it.
Hi alex
Excellent to follow rule first.
There is a difference who accept the rule or not or breaks the rule.
ITS CHANGE THE ATTITUDE OLESSON TO OTHERS.
FOLLOW IT, THANKS.
The Black Cab is the credibility indicator. I’ll see you on Saturday Alex.
See you then,
Alex
I’m fascinated by the diverse range of views and opinions. Who’s your “go to” guy?
Hi every one
This,s clear message to all. of ALEX THE GREAT.
No life without wife, no life without wife.
The Knowledge seminar in London was fabulous. It was the most amazing group of people in the room, and an amazing day. Thanks Alex! This was definitely a “peak” moment in my life.
Geri
I came to this site to read a different post when I came across “The Knowledge”. It has an excellent message delivered clearly. In my mind it points to two core values required for sustainable success.
1. Excitement for and excellence in what you do comes from your execution of what you do. Poor preparation will lead to poor execution and failing results.
2. Persistence, maintaining the ‘I can do this’ attitude, is a requirement to succeed. As you develop your knowledge base you will be confronted with far more failures than successes. It is a natural part of the process, however my opinion is that many of us in this day and age seem to have developed the attitude that our survival is not dependent on overcoming the failure we have just encountered. We simply move on to what we think will be our next sure success. Unfortunately, when we run around laying one foundation and then another, we never complete the house.
To fight complacency, I have printed this article and hung it behind my desk alongside a poem my mother hung above my crib as a child, which goes “If you have tried and tried, and tried again, nor made your effort less, you really have succeeded then, for courage is success.”
Thanks Alex for the quality in what you post.
Fred Thompson