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, written by Jeremy. Read the commentary.

Hugh has a good post on the “ignorance premium.” He’s arguing that the fat bank of ignorance marketing is shrinking as other economies come online. I’d say he’s bang-on. This ticket is losing value – but I doubt it will be worthless.

Here’s what I wrote:

First, you assume that the market (and jobs) won’t adjust to a smarter market. They will. They do. But not without pain – look at Argentina.

Second, you assume that the majority of market participants want to be smarter. They don’t.

The US Department of Education says there’s been hardly any change since 1972 in the number of people taking a post-secondary education. Now, a college degree doesn’t make you brighter but it is a general expression of a desire to be smarter.

The point is: There isn’t evidence of a growing hunger for smart information. Just growing access.

Ignorance is bliss and you know it.

Finally, you assume that those that want to be smarter have the capacity to handle the vast quantity of micro-information that is emerging. For that we need curated consumption or possibly something less trendy and more honest.

Regardless, the pool of information is vast, and many people don’t mind paying to be ignorant – even when they know that’s exactly what they’re doing.

Is the ignorance premium dying or being offset? It’s important to be sharp on the distinction. Smarter conversations depend on it.

The bright entrepreneur will see these trends and spot the niche. There are several. Anyone that sifts information well will have a good ride. Someone that leverages ignorance to drive targeted information will enjoy this trend. The company that nails cultural evolution in emerging economies will be happy happy.

I agree that the dynamics are shifting. But they always are.

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