--- title: "The100: being wrong, dispensing Ketchup and drawing some mud" description: Good news! You can be wrong In fact, you can also spend less on innovation and claim that a meeting which has no objective will be more productive than those with one. What’s not to like! Admitting you don’t know – explores whether having intellectual humility leads to greater discovery, learning and progress.I think I might … image: https://hello.watchmethink.com/hubfs/Untitled%20design%20(28).png --- [![Bombayworks logotype](https://hello.watchmethink.com/hubfs/raw_assets/public/WatchMeThink_September_2023/images/wmt-logo_inverse.svg "Bombayworks logotype")](https://watchmethink.com/) - [What we do](https://watchmethink.com/#) - [Watch Me Explore](https://watchmethink.com/what-we-do/watch-me-explore) - [Watch Me Develop](https://watchmethink.com/what-we-do/watch-me-develop) - [Watch Me Use](https://watchmethink.com/what-we-do/watch-me-use) - [Watch Me Shop](https://watchmethink.com/what-we-do/watch-me-shop) - [Who it's for](https://watchmethink.com/#) - [Consumer Insights](https://watchmethink.com/who-its-for/consumer-insights) - [Shopper Insights](https://watchmethink.com/who-its-for/shopper-insights) - [Category Management](https://watchmethink.com/who-its-for/category-mangement) - [Innovation & Product Development](https://watchmethink.com/who-its-for/innovation) - [Sensory & Consumer Science](https://watchmethink.com/who-its-for/consumer-science) - [Packaging](https://watchmethink.com/who-its-for/packaging) - [Marketing](https://watchmethink.com/who-its-for/marketing) - [About](https://watchmethink.com/about) - [The 100 Blog](https://blog.watchmethink.com/) - [Contact](https://watchmethink.com/contact) - [Login](https://watchmethink.com/dashboard) - [Sign up](https://watchmethink.com/#) - [Corporate users](https://watchmethink.com/account/register/client) - [Request registration here](https://watchmethink.com/account/register/client) - [Consumer](https://watchmethink.com/account/register/contributor) - [Get paid to review products](https://watchmethink.com/account/register/contributor) Menu # The100: being wrong, dispensing Ketchup and drawing some mud - Home - [Blog](https://hello.watchmethink.com/blog) - The100: being wrong, dispensing Ketchup and drawing some mud - [Blog home /](https://hello.watchmethink.com/blog) [Alistair Vince](https://hello.watchmethink.com/blog/author/alistair-vince) 06/15/2018 [The100](https://hello.watchmethink.com/blog/tag/the100) [0 Comments](https://hello.watchmethink.com/blog/the100-being-wrong-dispensing-ketchup-and-drawing-some-mud#postComment) 2 Minutes **Good news! You can be wrong** In fact, you can also spend less on innovation and claim that a meeting which has no objective will be more productive than those with one. What’s not to like! 1. [Admitting you don’t know](http://behavioralscientist.org/the-benefits-of-admitting-when-you-dont-know/) – explores whether having intellectual humility leads to greater discovery, learning and progress.I think I might start using the phrase *intellectually humble* as it does get embarrassing saying *I don’t know* all the time. 2. [Not spending a fortune to innovate](http://timharford.com/2018/06/cheap-innovations-are-often-better-than-magical-ones/) –  Tim Harford uncovering the power of cheap innovations and those innovations we may be overlooking because they’re cheap, rather than magical. 3. [The best meetings can accomplish nothing](https://medium.com/@lorimelichar/https-medium-com-lorimelichar-hunches-3386bf75f632) – looking at the value of hunches. Try inviting some people to a meeting with no objective. Lori Melichar did. **You can observe a lot just by watching** This article [raves about Heinz employing user research](https://uxplanet.org/user-research-whats-tomato-ketchup-got-to-do-with-it-758bfb536ca3) to constantly reinvent how people dispense Ketchup, ending with the awesome truth that *you can observe a lot just by watching*. > *“This is the type of research data that Heinz would never have gotten by just talking to customers or running a focus group. It would never have cropped up in conversation and researchers would never have thought to ask it. You’ll only get this type of insight by observing people using the product itself.”* I couldn’t agree more – be odd if I didn’t! Bonus: here’s an [ad by Heinz](https://www.youtube.com/watch?v=OCGPQUKo9Ws) (60s). At the end, a lady squeezing the upside-down ketchup pack makes a rasping (polite version) noise. Eagle-eyed watchers will note that the pack still has loads of ketchup in it. Perhaps that’s a use-issue they may want to fix… or perhaps it is a master-stroke of signalling:  the noise translating to *buy more*! **Heeeeeere’s Mary** Mary Meeker does her thing each year in predicting where the internet is going. It’s always a mammoth slide deck,  so [here’s the key takeaways](https://www.recode.net/2018/5/30/17385116/mary-meeker-slides-internet-trends-code-conference-2018) – I bet you could guess half of them. Our own key takeaway (bias alert) was that people are spending on average 30m a day watching videos on their phones. So perhaps using video internally to communicate could be a good thing? It’s how we do it here in Watch Me Think’s towers. Consumer closeness anyone? **Deconstructed slapstick** Everyone loves a bit of slapstick – don’t they?   [This super short gif](https://www.theverge.com/2016/8/11/12437266/breaking-down-the-best-slapstick-gif-we-ve-ever-seen?) has more to it than initially meets the eye as it gets the almost frame-by-frame analysis. **“‘Draw some mud”** I’ve always had a fascination with languages even though I’ve always been awful at them. My dad used to speak Noo Yawk slang to my mum – I thought it was ace, even though I had no idea what it meant. So this on [the lost lingo of soda jerks](https://www.atlasobscura.com/articles/soda-jerk-slang) was a joy to read. 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[The100](https://hello.watchmethink.com/blog/tag/the100) 04 September, 2026 #### [The100: Patterns that aren't, time well spent and the knights of Arundel](https://hello.watchmethink.com/blog/the100-patterns-that-arent-time-well-spent-and-the-knights-of-arundel) The leadership of sound bites It’s a strange old time in research and insights at the moment, eh?… [Read More](https://hello.watchmethink.com/blog/the100-patterns-that-arent-time-well-spent-and-the-knights-of-arundel) [The100](https://hello.watchmethink.com/blog/tag/the100) 21 August, 2026 #### [The100: Neurononsense, the gym test and the Republic of Olvana](https://hello.watchmethink.com/blog/the100-neurononsense-the-gym-test-and-the-republic-of-olvana) Cite me if you can If I had a cent for every time I heard “95% of purchase decisions are… [Read More](https://hello.watchmethink.com/blog/the100-neurononsense-the-gym-test-and-the-republic-of-olvana) [The100](https://hello.watchmethink.com/blog/tag/the100) 07 August, 2026 #### [The100: Discount loops, The Batman Effect and crimes against the Y axis](https://hello.watchmethink.com/blog/the100-discount-loops-the-batman-effect-and-crimes-against-the-y-axis) Yellow sticker syndrome Mark Ritson has staged an intervention against price promotions and given… [Read More](https://hello.watchmethink.com/blog/the100-discount-loops-the-batman-effect-and-crimes-against-the-y-axis) - Get started - [Login](https://watchmethink.com/account/login) - [Sign up: Corporate User](https://watchmethink.com/account/register/client) - [Sign up: Consumer](https://watchmethink.com/account/register/contributor) - Resources - [Terms for Thinkers](https://watchmethink.com/terms) - [Terms for Adhoc Work](https://watchmethink.com/terms-for-adhoc-work) - [Terms for Subscriptions](https://watchmethink.com/terms-for-subscriptions) - [Terms for Agents](https://watchmethink.com/agent) - About - [Contact us](https://watchmethink.com/contact) - [About us](https://watchmethink.com/about) - [Blog](https://blog.watchmethink.com/) - [Privacy policy](https://watchmethink.com/privacy) - [Equality, diversity and labour standards](https://watchmethink.com/equality-diversity-labour-standards) - Social - [LinkedIn](https://www.linkedin.com/company/watch-me-think) - [Twitter](https://twitter.com/watchmethink) ![cyber-essentials-plus](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/cyber-essentials-plus.png?width=96&name=cyber-essentials-plus.png "cyber-essentials-plus") ![mrs-logo-cps](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/mrs-logo-cps.png?width=216&name=mrs-logo-cps.png "mrs-logo-cps") ![watch](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/watch.png?width=213&name=watch.png "watch") Watch Me Think © 2025. All rights reserved. ![](https://px.ads.linkedin.com/collect/?pid=1498698&fmt=gif) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Alistair Vince", "url" : "https://hello.watchmethink.com/blog/author/alistair-vince" }, "dateModified" : "2025-12-01T14:57:12.825Z", "datePublished" : "2018-06-15T11:16:47.000Z", "headline" : "The100: being wrong, dispensing Ketchup and drawing some mud", "image" : [ "https://hello.watchmethink.com/hubfs/Untitled%20design%20(28).png" ], "mainEntityOfPage" : { "@id" : "https://hello.watchmethink.com/blog/the100-being-wrong-dispensing-ketchup-and-drawing-some-mud", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://hello.watchmethink.com/hubfs/wmt_logo_rgb_for-web-1.png" }, "name" : "Watch Me Think" } } ```