In 1920, the 18^th amendment passed, banning the production and sale of alcohol. Prohibitionists painted ‘intoxicating liquors’ as sins that led to crime, poverty and death.

Ironically, the biggest winners turned out to be organized crime.

Bold Strategic Decisions may have the best intentions—the mistake is failing to anticipate unintentional consequences. In the case of Prohibition, Americans’ thirst for booze was stronger than their concern for violating the law.

The ultimate lesson of the “Noble Experiment”—and for marketers looking to avoid unwanted A-ha Moments—is to watch out for decisions that end up worse than the problems they are designed to solve.

Drop us an email at: heythere@mortaragency.com if you’re pouring over any bold choices of your own. We’ll show you a quick and easy way to make sure your choices produce the effect you need.