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 [Read more...]