This article is taken from a talk at the Revenue Marketing Summit London 2022.

Hi everyone. I’m Dan Jackson-Whiteside, and I’m the Global Head of Demand Generation and Marketing Operations for an organization called Mind Gym. As the name suggests, it's a gym of the mind. Essentially, we do behavioral change programs. We go into organizations, we look at the people that work there, and we aim to change the way they think, the way they feel, and the way they behave at work.

Octavius, our CEO, has drummed into me the fact that we want to be a challenger brand. We want to go out there and be provocative. This article is born squarely from his ideas – he's always talking about separating the fact from the fad.

Let's take a look at what we’re going to cover today:

🤥 The first thing we're going to do is uncover three of the most prevalent falsehoods and demand generation.

🧪 Then we're going to dispel some of those myths with science and data.

👊 Finally, I’m going to share some top tips for combating those myths now and in the future.

Before we get into it, I want to share a personal story.