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Put common sense into your business

It’s a quality often lacking as businesses grow and become increasingly bureaucratic. Global branding expert Martin Lindstrom is on a mission to restore common sense

Why do some smart accountants lack common sense? Or doctors, professors and theologians? Learning comes from books, but common sense comes from participation in life – and, in my experience, a powerful sense of empathy.

Recently, my bank accounts were blocked. Not just one, but all of them. No warning, no friendly heads up, only the chilling realisation that I couldn’t access my accounts. For 35 minutes, I listened to an elevator soundtrack, occasionally interrupted by a mechanical voice reassuring me my call was important and warning that “this call will be monitored for quality-control purposes”.