This viral video put out by the UK branch of Dorling Kindersley books has been making the rounds this week on Twitter, Facebook and several blogs. If you haven’t seen it yet, it’s worth your time.

I agree with the message, here, and have seen how popular culture can actually “increase” someone’s desire to read or learn. In the world of music, for example, many kids are picking up instruments to play their favorite songs from video games or movies like TWILIGHT. It’s a good reminder to all of us: don’t make assumptions based on the customers you “think” you know. Good, relevant content is king.