Bonk.

Plaza Jen, a fellow blogger and advertising professional, also heard the story this week on Morning Edition about the caterpillars and moths (see previous post). She reminded me of the last part of the story, which I failed to include in my post. And after reading her comment, I thought it warranted a post of its own.

While moths somehow retain memories from their time as caterpillars, they still seem to be unable to learn from their actions. Why else would they crash into outdoor porch lamps and street lights again and again and again.

It is impossible to miss the correlation between the relentless (senseless?) moths and companies that continue to repeat the same actions year after year, hoping for a different result.

Bonk. Bonk. Bonk.

Hope is not a strategy.