Ideas for Impact
Messaging isn’t only about the product.
It isn’t solely about the problem.
It isn’t even just about the consequences of not solving that problem.
It’s about the emotional pain that you alleviate.
Good marketers highlight the benefits, value, or solutions that their product or service can offer. The best marketers often leverage emotional triggers to establish a deeper connection with consumers.
The fallout from the Enron fiasco had far-reaching effects on the economy and the public’s trust in corporations. It serves as a powerful lesson in the dangers of motivated blindness—when individuals have a personal stake in unethical actions, they often look the other way or find ways to rationalize their behavior.
The folks at Arthur Andersen, serving as Enron’s external auditor, found themselves in a precarious situation. On the one hand, they were supposed to ensure financial integrity, but on the other hand, they acted as consultants, aiding Enron in manipulating financial transactions to deceive investors and manipulate earnings. Enron generously poured hefty fees their way, with auditing fees exceeding $25 million and consulting fees reaching $27 million in 2001. So, why would they want to put an end to this lucrative gravy train? To complicate matters further, many auditors from Andersen were eagerly vying for coveted positions at Enron, just like their fortunate colleagues.
To combat motivated blindness, it’s crucial to reflect on our biases, hold ourselves accountable, and actively seek out diverse perspectives to gain a broader understanding of any given issue. Max Bazerman, a professor at Harvard Business School and author of The Power of Noticing: What the Best Leaders See (2014,) asserts that individuals can overcome their inclination to overlook vital clues by fostering a “noticing mindset.” This involves consistently asking oneself and others, both within and outside the organization, the question: “Which critical threats and challenges might we be neglecting?”
Picture this: You’re parking your car when, suddenly, you catch sight of the bus you desperately need to catch pulling into the station. Acting on instinct, you swiftly navigate your car into a vacant spot, deftly gather your bags, and launch yourself towards the bus stop, driven by an unwavering determination to evade a tedious fifteen-minute wait for the next one. In the whirlwind of your frantic sprint, you absentmindedly and hastily tuck your cherished cell phone into your back pocket, oblivious that it slips out during the adrenaline-fueled pursuit of catching the bus. It’s only after another five minutes that you become aware of your cell phone’s absence, and the weight of its loss gradually descends upon you.
Isn’t it fascinating how our minds tend to close off under time pressure? This fascinating cognitive phenomenon is known as the “narrowing of the cognitive map.” It’s as if our attention becomes laser-focused, but unfortunately, that can lead us to make unfortunate errors in judgment.
When we find ourselves in the clutches of tunnel vision, our thinking becomes constrained, and we unknowingly fall into the trap of limited perspective. Not only do we become so fixated on a specific course of action that we overlook crucial details in our environment, but we also become oblivious to the subtle signals whispering, “Something’s amiss.”
Inattentional blindness, indeed. It’s a common problem in high-stress situations, and it can have serious consequences, as in the following case study of the Singapore Airlines Flight 6 crash.
Flight 6’s tragic case accident occurred on October 31, 2000, at Taipei’s Chiang Kai-shek International Airport. Various factors contributed to the crash, including severe weather conditions, limited visibility, inadequate airport markings, and insufficient actions taken by both the pilots and air traffic controllers.
During a scheduled stop in Taipei on its journey from Singapore to Los Angeles, Flight 6’s flight crew became aware of an approaching storm. They realized that if they delayed the takeoff, they would have to wait for the storm to pass, resulting in a lengthy 12-hour delay. This interruption would have entailed making overnight arrangements for the passengers, disrupting the crew’s schedule, and potentially impacting future flight schedules involving the aircraft and company personnel. Consequently, the crew made the decision to expedite the departure and take off before the typhoon made landfall on the island.
Under immense time pressure, the flight crew became singularly focused on expediting their takeoff in rainy and windy conditions before the weather conditions deteriorated further. Despite being instructed to taxi to Runway 05 Left, they deviated from the assigned route and instead positioned themselves on Runway 05 Right, which was closed for takeoff due to ongoing pavement repairs.
Complicating matters, a section of Runway 05 Right was still being used as a taxiway during the construction period. The signage at the entrance of the runway did not adequately indicate the presence of a stop sign and construction equipment along the converted taxiway.
Moreover, the local air traffic controller failed to provide progressive taxi or ground movement instructions, which would have been appropriate considering the low visibility during the taxi. However, due to the crew’s heightened sense of urgency, they neglected to request step-by-step instructions for their taxi route.
In the midst of low visibility and feeling rushed, the pilots neglected crucial resources that could have guided them to the correct runway, such as runway and taxiway charts, signage, markings, and cockpit instruments. This lapse in judgment resulted in a loss of situational awareness, leading them to initiate takeoff from a runway closed for construction.
Approximately 3,300 feet down the runway, around 11:17 PM that night, the Boeing 747 collided with concrete barriers and construction equipment, resulting in the aircraft breaking apart and bursting into flames.
Tragically, 83 out of the 179 people on board lost their lives.
The crew’s loss of awareness was further compounded by the airport’s negligence in terms of maintenance and safety precautions. By failing to place mandatory construction warnings at the entrance of Runway 05 Right, they disregarded the potential risk of aircraft mistakenly attempting to take off from a partially closed runway.
The air traffic controllers also neglected to verify the aircraft’s position before granting takeoff clearances, despite the aircraft having turned onto Runway 05 Right. The airport lacked the necessary Airport Surface Detection Equipment, which could have been crucial in detecting and mitigating risks, especially given the heavy precipitation that could have hampered radar presentation at the time. In their defense, the pilots had assumed that the air traffic controllers could visually observe the aircraft, and the fact that takeoff clearance was issued just as the aircraft turned onto the taxiway gave them the impression that everything was in order.
The tragedy of Singapore Airlines Flight 6 serves as a poignant case study highlighting the dangers of tunnel vision and its ability to hinder our perspective and decision-making.
Often, seemingly minor errors, when combined with time constraints and cognitive biases, can intertwine and escalate, leading to catastrophic outcomes. Even in a highly advanced cockpit and a complex system with numerous safeguards, a chain of minor errors can transform it into a deadly trap.
The human brain is naturally inclined to seek confirmation and convince itself that it completely understands the situation at hand. When faced with contradictory information, we tend to ignore it and focus solely on our preconceived notions. Furthermore, anxiety further impairs our ability to perceive the entire situation, leaving us prone to impulsive actions rather than rational responses.
It is vital to be aware of the perils of tunnel vision. It can close our eyes to the broader context and limit our capacity to consider peripheral information. This narrowed perception can have severe consequences, emphasizing the importance of maintaining a broader perspective in decision-making.
There’s always competition, even if you’re introducing an industry-first solution. Let the following case studies serve as a cautionary tale.
Consider launching a new upmarket coffee shop in a bustling location. You might assume that establishing it in a neighborhood without other fine-coffee purveyors guarantees success, but competition still exists. Your intended clientele is already brewing their own top-notch coffee at home or patiently waiting to satisfy their caffeine cravings at work. By introducing your shop, you’re challenging their comfortable routine of enjoying coffee in their pajamas or at their work desks.
Don’t imagine the iPod didn’t face competition when it first launched. In fact, it faced a significant challenge from multiple fronts. Not only did it have to compete with other MP3 players, which were arguably less convenient, but it also had to outdo the storage capacity and convenience of CDs and the variety of radio stations. However, the iPod proved to be a game-changer with its ground-breaking 1.8-inch hard drive, a revolution in music-listening technology. With that iconic click wheel, you could shuffle through songs and switch from classical to heavy metal in the blink of an eye. And let’s not forget how cool it was to play with!
Back in the day, Southwest Airlines started with just three routes in Texas and no big-shot airlines to compete with. They had to convince folks that flying was better than hitting the road in their trusty jalopy. They hyped up the time-saving factor and ensured passengers knew they could still chow down on some grub at home. They also showered their passengers with free booze and had flight attendants rocking hot pants and go-go boots.
When Spirit Airlines decided to focus heavily on the Visiting Friends and Relatives (VFR) Market in Latin America, it had to compete against other high-priced airlines and face a new and challenging competitor. As technology advanced, Hispanic and Latino Americans could video-chat with their loved ones instead of splurging on expensive flights. Why bother with the hassle of international travel when you could easily catch up with your family while lounging in your jammies and munching on some Cheetos?
Remember, competition is everywhere—focus not just on direct competition but also on changing consumer preferences and hidden alternatives. You can’t just create customers out of thin air. Your product or service has to be compelling enough to make people choose you over your competition. You must offer something dramatically better, faster, cheaper, more powerful, or cooler than your established competitors.
“Mise en place” may sound like a highfalutin term, but it is a French phrase that means “set in place.” In the culinary world, it refers to the practice of preparing all ingredients and equipment in advance of cooking. This means tasks such as chopping vegetables, measuring ingredients, preheating ovens, and organizing equipment are taken care of before cooking begins. The benefit of this preparation is that cooks can concentrate entirely on cooking during service, free from the need to stop and gather or prepare ingredients. Mise en place is an essential aspect of professional cooking and symbolizes a well-organized and efficient kitchen.
When it comes to exceptional cooking, chefs take their craft seriously. Mise en place isn’t just a time-saving technique; it’s a way of life. Messing with it is like kicking a hornet’s nest, as Anthony Bourdain, the culinary world’s travel documentarian, underscored in his bestselling book, Kitchen Confidential (2000): “Mise en place is the religion of all good line cooks.” Everything from their station to their tools, supplies, and backups should be arranged with military precision, and disturbing this sacred set-up is like throwing the universe off balance. Things can quickly spiral out of control, and anyone in the restaurant is advised not to mess with a line cook’s “meez” unless they want to face their wrath!
The same concept can be applied to any project or task. Pre-planning and careful preparation reduce the risk of interruptions and distractions. Take time to plan ahead, gather the necessary resources, and know your goal before starting. Keep the mundane concerns from keeping you focused on the job you’re there to do.
Think of it as a personal mise en place. Sit down and plan out what you need to succeed, including the necessary skills, resources, and people. Doing so allows you to channel your full attention to the task at hand, avoiding distractions and increasing your overall effectiveness.
Imagine yourself at the movie theater, deciding whether to buy a small popcorn for $5 or a large popcorn for $8. You’re wondering if the extra popcorn is worth the extra money, so you consider the small size. Suddenly, the cashier offers you medium popcorn for $7.50, and you buy it instead of the small one.
However, the medium popcorn is a lure—a true distraction. By introducing it, the theater has made the large popcorn seem like a better value and the small popcorn seem less attractive. This is a classic marketing strategy known as the Decoy Effect, which aims to influence your decision-making.
In essence, the Decoy Effect presents you with two options and then adds a third option designed to make one of the original options more appealing. This can sway your decision-making and lead you to choose the more expensive option.
Studies have shown that framing can influence our decisions, as a well-designed decoy can shift opinions by up to 40%. One well-known example of the decoy effect in action is from The Economist, the influential weekly international news and business publication. Behavioral economist Dan Ariely’s book Predictably Irrational (2008) describes how the magazine offered a digital subscription for $59, a print subscription for $125, and a combined print and online subscription for the same price of $125. The print-only subscription was clearly a decoy, designed to make the combined subscription seem like a better value, and it worked; the presence of the decoy significantly increased the uptake of the combined subscription.
While psychologists are still debating the exact reasons for this cognitive bias, one theory suggests that the decoy provides a straightforward justification for a decision that might otherwise seem arbitrary.
Idea for Impact: If you run a business, you too can use the decoy effect to steer consumers towards certain purchasing decisions that benefit your bottom line. By strategically adding a decoy product to your offerings, you can provide perceived value for your customers while boosting your profits.
The prescription eyeglasses retailer Warby Parker was launched by four drinking buddies at the Wharton School of the University of Pennsylvania. The founders intended to disrupt a high-profit margin industry by taking out the intermediary.
Selling prescription eyeglasses online (Warby Parker mostly sells via brick-and-mortar today) would also defy skeptics who preferred to see certain things—shoes, diamond rings, cars—in person and were disinclined to get them online. Warby Parker’s incumbent competitors, 39DollarGlasses.com and EyeBuyDirect.com, had sloppy websites. A crucial part of Warby Parker’s startup plan was to start a user-friendly website where shoppers could upload a photograph of themselves and try on glasses virtually.
At first, the founders outsourced the website, resulting in disastrous consequences. In an interview with Fortune magazine (1-Jun-2019,) co-founder & co-CEO David Gilboa reflected on the pitfalls of outsourcing critical business components:
None of us [the founders] was qualified to build the website, so we solicited proposals and got a handful of bids from agencies. We chose the cheapest option, but a few months in, we realized it was a mistake. Their execution wasn’t what they promised. So we ended up firing them.
Now we develop most of the technology we use in-house to ensure we maintain as much control over the customer experience as possible. We’ve developed our website and both of our apps internally.
Outsourcing a core function may give you a short-term uplift, but you’ll fail to create the core expertise within your company. That’s necessary to build a sustainable competitive advantage. The vendor just isn’t as invested in your success.
Building know-how internally is more challenging, but it’ll pay off in the long run. Sure, you may need to tap an outsourced hire for specialized expertise that you lack. But concentrate on developing your core functions in-house. In fact, be as micro-managey as possible in the early days.
Leverage outside help for bookkeeping, legal, and everything else that doesn’t generate a competitive advantage.
In The Frontiers of Management (1986,) Peter Drucker writes about how Thomas J. Watson, Sr. emerged as a pioneer in the development of accounting and computing equipment:
Twice in the 1930s [Thomas J. Watson, Sr.] personally was on the verge of bankruptcy. What saved him and spurred IBM sales during the Depression were two New Deal laws: the Social Security Act in 1935 and the Wage-Hours Act of 1937–38. They mandated records of wages paid, hours worked, and overtime earned by employees, in a form in which the employer could not tamper with the records. Overnight they created markets for the tabulating machines and time clocks that Thomas Watson, Sr., had been trying for long years to sell with only moderate success.
Idea for Impact: It’s hard for people who pride themselves on their extraordinary skills to accept that they’re just as lucky as they’re smart.
Luck is primarily the result of identifying opportunities and taking appropriate action. Watson could capitalize on the newly created need for business machines because he had worked in the field for decades. And he gave this kind of luck much credit without feeling that doing so devalued his talent and hard work.
The greatest trick a marketer can pull is making you think it’s not marketing.
Take Southwest Airlines, for example, which has consumers persuaded that it’s got the lowest fares. That was true in the ’70s when the airline spurred demand by keeping costs down and offering low fares. But being able to preserve that “lost cost-airline” aura into its sixth decade is commendable, especially with its bloated cost structures.
How about Hallmark, which contrived no end of commercially driven, proclaimed ‘holidays’ (sweetest day? clergy appreciation day?) to guilt people into buying overpriced greeting cards for no discernible reason? Emotional inflation at its finest: “While we’re honored that people so closely link the Hallmark name with celebrations and special occasions, we can’t take credit for creating holidays.”
Today is the 50th anniversary of the Flight 401 disaster. I’ve previously cited how the crew of the ill-fated Eastern Airlines Lockheed L-1011 got so single-mindedly preoccupied with tackling a nose landing gear indicator light malfunction that they didn’t pay attention to the fact that their airliner was descending gradually into the Florida Everglades.
In summary, the pilots were too distracted to fly the aircraft. Human factors, specifically cognitive impairments, can precipitate distractions away from vital tasks.
The incident led to a breakthrough called Crew Resource Management (CRM.) This “human nature innovation” actively orients pilots to prioritize tasks in order of operational safety. The adage “Aviate, Navigate, and Communicate (A-N-C)” reinforces the ‘fly the aircraft first’behaviors until they’re internalized and become routine.
The top priority—always—is to aviate. That means fly the airplane by using the flight controls and flight instruments to direct the airplane’s attitude, airspeed, and altitude. Rounding out those top priorities are figuring out where you are and where you’re going (Navigate,) and, as appropriate, talking to ATC or someone outside the airplane (Communicate.) However, it doesn’t matter if we’re navigating and communicating perfectly if we lose control of the aircraft and crash. A-N-C seems simple to follow, but it’s easy to forget when you get busy or distracted in the cockpit.
Idea for Impact: “Fly the aircraft first.” Know when to set aside the seemingly important things to accomplish the more vital ones.