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The Longest Holdout: The Shoichi Yokoi Fallacy

May 22, 2023 By Nagesh Belludi Leave a Comment

In 1972, while hunting near the Talofofo River in Guam, two cousins from the village of Talofofo were startled by rustling sounds emanating from the tall reeds. Initially, they assumed it was an animal or a hidden child, but to their surprise, they came face to face with an elderly and disheveled man clutching a shrimp trap. This unexpected encounter took aback the hunters, and after some initial confusion, they captured the man and escorted him back to their makeshift jungle home, about an hour’s walk away. The old man pleaded with the cousins to end his life.

That fugitive turned out to be Shoichi Yokoi, a Japanese soldier. During the latter stages of World War II, Yokoi served in the supply corps of the Japanese army stationed on the island of Guam. In 1944, when General Douglas MacArthur’s troops invaded and reclaimed control of the island, Yokoi retreated into the dense jungle. There, he sought refuge in an underground cave and remained hidden for 28 years, living as a determined survivor under harsh conditions.

Yokoi sustained himself by inhabiting a tunnel-like cave he had carved amidst the thick foliage, relying on a diet of nuts, fruits, shrimp, frogs, and rats. He fashioned his clothing by skillfully weaving tree bark strips and using the moon’s phases to track time. In 1952, he chanced upon a leaflet announcing the war’s end, but he and his fellow soldiers dismissed it as enemy propaganda, choosing not to surrender. Over time, all of Yokoi’s comrades perished due to starvation or illness, or were captured.

Loyalty Without a Glance Can Shroud the Mind in Ignorance

Yokoi remained firmly convinced that his fellow soldiers would eventually come to rescue him, and he clung tenaciously to this belief. Surrender was out of the question, as he later explained, “We Japanese soldiers were taught to choose death over the shame of being taken alive.” (Additionally, stragglers like him believed that returning to Japan was impossible, fearing they would be branded as deserters and face the death penalty.)

In 1972, Yokoi finally returned to Japan, where he was hailed as a national hero. Upon his arrival in Tokyo, he famously declared, “It is with much embarrassment that I have returned alive,” echoing the indoctrination he had received before the war. For the older generation, he symbolized greatness, embodying the prewar values of diligence. However, for the younger generation, he represented an awkward reminder of outdated ideals. Being captured and surviving was deemed cowardly, as the ideal soldier made the ultimate sacrifice for the divine emperor, even at the cost of his own life.

Yokoi’s remarkable story of surviving in the jungle captured the imagination of the Japanese people. The country was undergoing an industrial boom, and many were fascinated by his ability to endure on a meager diet and his resourcefulness in creating clothing from tree bark. Yokoi even returned his army-issued rifle to “the honorable emperor,” expressing his embarrassment at having returned alive rather than dying in service to the emperor. He regretted not having served his majesty to the fullest.

However, Yokoi never quite felt at home in modern society. Before his conscription in 1941, he had been an apprentice tailor, and now, he found himself overwhelmed by the changes that had occurred during his absence. He subsequently led a quiet life as a hermit, becoming a popular television personality and advocating for a simple way of life. He traveled across the country, delivering public lectures criticizing Japan’s “wasteful modern lifestyle” and championing values of thrift and self-reliance. He was deeply admired for his unwavering determination, his spirit of ganbaru (“enduring adversity without giving in,”) and his unwavering commitment to traditional values.

Embrace the Gifts That Doubt Can Bring. Let Enlightenment Take Flight.

Overall, Yokoi spent 27 years in isolation in the jungles of Guam, stubbornly holding onto his identity as a Japanese soldier long after the war had ended. In doing so, he squandered his life by adhering to ideals that held no significance for anyone else, sacrificing his relationships, career, and personal happiness to pursue the Japanese principle of ganbaru, or unwavering perseverance.

There reaches a point where virtue, taken to the extreme, can transform into a vice. Shoichi Yokoi personified this fallacy. We often admire the act of unwavering commitment, but we tend to lose sight of the underlying reasons behind it due to the blinding effects of rigid adherence.

Beware of blind devotion to any ideology that promotes rigid and restrictive beliefs. Do not overestimate the value of your morals beyond their practical utility, and be receptive to changing your perspective when circumstances demand it. This requires reevaluating your priorities and recognizing that what you once cherished may no longer align with your desires or aspirations. When faced with new information or situations, consider the possibility of altering your stance. There is a difference between sticking to your principles and being imprudent.

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Filed Under: Mental Models, Sharpening Your Skills Tagged With: Attitudes, Biases, Mental Models, Persistence, Persuasion, Philosophy, Psychology, Thought Process, Wisdom

When Someone Misuses Your Gift

September 22, 2022 By Nagesh Belludi Leave a Comment

A gift is only a gift if it’s a joy to receive. It’s not an imposition about relevance.

A gift that inspires you may be a bad choice for the recipient. (I once received a gift certificate for an upscale steakhouse and got the phone promptly slammed on when I called to inquire about vegan dining options.) Or the recipient may think you’re using gifts to buy their affection or assert your preferences.

It’s understandable to feel disappointed when your gift isn’t used as you intended. Try to get over it. You gave the gift out of choice, and now you have no control over how the recipient uses the gift.

Getting your gift misused doesn’t mean they’re rejecting you. It just means that you have dissimilar tastes and preferences—a trait that most relationships should weather.

If you perceive you’ve hurt the recipient’s feelings, apologize and retract the gift in favor of something more appealing to the recipient.

Idea for Impact: Gift without expectations. And don’t expect to get it right always with your gift choices.

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Filed Under: Effective Communication, Managing People, Sharpening Your Skills Tagged With: Conflict, Courtesy, Etiquette, Getting Along, Psychology, Social Life

When Anonymity Becomes Cowardice

September 8, 2022 By Nagesh Belludi Leave a Comment

A variety of psychological factors contribute to people being nasty online. Rider University psychologist John Suler famously argued that online environments unleash aspects of our personality that we usually keep under guard—a phenomenon he called the online disinhibition effect. With names concealed, there’s no pressure to maintain a public facade. Cyberspace becomes a separate dimension where the usual rules don’t apply. Actions no longer carry consequences. There’s no liability for rudeness and inappropriate behavior.

The disinhibition effect is also called ‘The Gyges Effect,’ after the Ring of Gyges, a mythical invisibility device in Plato’s Republic. The ring grants its owner the power to become invisible at will. Plato considers whether an intelligent person would be just if one did not have to fear any bad reputation for committing injustices.

When Anonymity Becomes Cowardice - The Psychology of Internet Trolls Social media has a way of magnifying some of the worst facets of human nature. By allowing masked identities, as Professor Suler points out, abusers avoid accountability for their conduct and dissociate their online selves from their real-world selves. In real life, combative behavior triggers a victim’s immediate reaction–a change in tone of voice or a counterargument, even aggression. However, these deterrents are missing or delayed in the online world, and social inhibition is removed. Online abusers see their victims as faceless, abstract cutouts with no feelings and undeserving of fairness, compassion, and honesty.

Idea for Impact: Keep away from being nasty online. Awareness and activism are vital to civic duty, but you should seek out actual human beings who know how to converse intelligently on anything they disagree with.

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Filed Under: Managing People, Mental Models, News Analysis Tagged With: Attitudes, Conflict, Conversations, Conviction, Critical Thinking, Ethics, Politics, Psychology, Social Dynamics

The Loss Aversion Mental Model: A Case Study on Why People Think Spirit is a Horrible Airline

August 11, 2022 By Nagesh Belludi 1 Comment

When Spirit Airlines pivoted to competing on price in the late 2000s, it quickly gained a reputation not only for operational inefficiencies but also for its in-your-face, take-it-or-leave attitude towards customer service.

Where other airlines charged by-the-package fares for the flight experience, Spirit pared back service and introduced an a la carte pricing model. Charging for the “ancillaries”—i.e., everything optional, including water—allowed Spirit to keep ticket prices down and appeal to price-sensitive travelers willing to sacrifice the usual amenities for a lower ticket price.

In the ensuing years, the unconventionality of this business model did not go down well with customers. Much of the flying public’s frustration with Spirit had to do with Loss Aversion. That’s the notion that the emotional disappointment of a loss is more extreme than the joy of a comparable gain. If finding a cheaper fare on Spirit felt delightful, giving up some—or all—of the savings to purchase ancillaries and surrender the savings felt utterly miserable.

Passengers felt ripped off by these seemingly hidden fees, especially when the true cost of flying Spirit ended up greater than what the initial ticket price led them to believe.

Spirit became quickly convinced that there was a perception problem—its customers didn’t fully understand how its fares work. Particularly, first-time customers blindly presumed that Spirit Airlines works the same way as other airlines. In reality, there were no hidden or excessive fees, and passengers could only pay for what they need or want. In 2014, the airline introduced its “Spirit 101” campaign to educate customers and alter their perceptions. With time and the increased adaptation of the “Basic Fare” model and curtailed customer service by every other airline, passengers’ expectations have since been right-sized. Spirit Airlines has come a long way, and its customer service has improved vastly.

Further studies on loss aversion have shown that a cascade of successive fees is worse than the cumulative: i.e., three ancillary fees that add up to, say, $70, feel a lot worse than a single $70 fee. Appropriately, Spirit offers a “Bundle it Combo” package.

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Filed Under: Business Stories, Mental Models Tagged With: Aviation, Biases, Customer Service, Decision-Making, Emotions, Entrepreneurs, Innovation, Marketing, Mental Models, Parables, Persuasion, Psychology, Strategy

Why Groups Cheat: Complicity and Collusion

July 2, 2022 By Nagesh Belludi Leave a Comment

News broke out that Ernst & Young revealed this week that its employees cheated on ethics exams. The accounting behemoth is being fined $100 million. That’s one of the biggest fines ever levied against an audit firm.

It’s absurd that specialists responsible for keeping things straight and steering moral enterprise cheated on ethics exams! Ernst & Young’s leadership evidently disregarded the internal reports about the cheating. Perhaps because when people identify so strongly with a group, they’re much more swayed to view the group’s actions positively and accept that group’s norms.

Research by Vanderbilt University’s Jessica Kennedy and colleagues suggests that high-flying people are sometimes more inclined than low-ranking people to adopt what their group recommends, even when it represents an ethics breach. Power sometimes provokes people to so strongly want to identify with their group that they’re willing to overlook when the group’s collective actions cross an ethical line. This affinity is, therefore, urged to sustain transgression instead of stopping its spread, especially when the odds of being caught and punished are slim.

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The Ethics Test

February 26, 2022 By Nagesh Belludi Leave a Comment

Since 1961, Texas Instruments has had a multi-step guideline that it wants employees to use to decide whether or not a contemplated decision is ethical. One version:

  1. Is the action legal?
  2. Does it comply with our values?
  3. If you do it, will you feel bad?
  4. How will it look in the newspaper?
  5. If you know it’s wrong, don’t do it!
  6. If you’re not sure, ask.
  7. Keep asking until you get an answer.

Idea for Impact: Use such decision-making models for clear direction about ethical behavior when the temptation to behave unethically is strongest.

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Filed Under: Mental Models Tagged With: Discipline, Ethics, Humility, Integrity, Motivation, Psychology

Let’s Hope She Gets Thrown in the Pokey

November 16, 2021 By Nagesh Belludi 1 Comment

The Elizabeth Holmes-Theranos criminal trial hasn’t been without its share of theatrics.

Yes, Holmes’s massive fraud is obvious. She entranced (read WSJ reporter John Carreyrou’s excellent chronicle, Bad Blood (2018; my summary)) journalists, investors, politicians, and business partners into believing her fantasy science. She may even be responsible for negligent homicide if people died because of her company’s fake test results.

Then again, these sorts of cases generally hang on subtle distinctions between hyperbole and outright dishonesty and whether such deceit was deliberate.

Holmes’s lawyers will argue that she was merely an ambitious entrepreneur who failed to realize her vision but wasn’t a fraudster. Her lawyers will make a case that she is not to be blamed because people took her puffery and exaggeration as factually accurate. At what point do her wishfulness and enthusiasm go from optimism to intentional fraud? That’ll be the critical question.

'Bad Blood' by John Carreyrou (ISBN 152473165X) At any rate, the Theranos verdict is unlikely to deter others from the swagger, self-assurance, hustle, and the “fake it till you make it” ethos that is so endemic to start-up culture. Investors will never cease looking at people and ideas rather than the viability of their work.

Idea for Impact: Don’t be so swayed by story-telling that has a way of making people less objectively observant. Assemble the facts, and ask yourself what truth the facts bear out. Never let yourself be sidetracked by what you wish to believe.

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Compartmentalize and Get More Done

September 16, 2021 By Nagesh Belludi Leave a Comment

One way you can achieve “living in the moment” is by putting your emotional issues into “compartments” within your head and your heart. You can deal with those feelings on your own when you need to.

Many aspects of life can get you sidetracked and distraught. Finding a place to retreat within yourself can be challenging. By compartmentalizing, you can put your feelings where they belong, and you can earmark one challenge to tackle another challenge.

You can focus on the one task at hand and deal with the rest when appropriate.

Mental compartmentalization has a darker side, however. Psychologists identify extreme compartmentalization as a major defense mechanism by which some evade the acute anxiety that can spring from the clash of contradictory values or conflicting emotions. (A very pious scientist, for instance, could hold opposing beliefs about the Judeo-Christian and scientific notions of life’s origins. Compartmentalizing, she may live different value sets depending on whether she’s at church or her laboratory.) Some individuals also fall back on compartmentalization to cope with the lingering trauma of childhood abuse, neglect, and other emotional conflicts.

The day-to-day compartmentalization I’m talking about isn’t denial or avoidance. It isn’t evading conflicts and sidestepping problems—instead, it’s putting things out of the way for the moment and not letting them impede the rest of your life.

You can’t just ignore your issues and expect them to go away, but obsessing on them won’t help either.

Idea for Impact: Compartmentalize and get more done. Putting away the things that hurt or upset you, even if just for a short time, can also help you gain valuable perspective on dealing with them.

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Filed Under: Health and Well-being, Mental Models, Sharpening Your Skills Tagged With: Decision-Making, Getting Things Done, Mindfulness, Problem Solving, Psychology, Task Management, Time Management

Lessons from David Dao Incident: Watch Out for the Availability Bias!

August 23, 2021 By Nagesh Belludi Leave a Comment

In the weeks and months after the United Airlines’David Dao incident and the ensuing customer service debacle, news of all kinds of disruptive airline incidents, coldblooded managers, and inconsiderate airline staff showed up everywhere.

The United incident raised everyone’s awareness of airline incidents. Expectedly, the media started drawing attention to all sorts of airline incidents—fights on airplanes, confusion and airports, seats taken from small children, insects in inflight meals, snakes on the plane—affecting every airline, large and small. However, such unpleasant incidents rarely happen, with thousands of flights every day experiencing nothing of the sort.

Parenthetically, the underlying problem that led to the David Dao incident wasn’t unique to United. The incident could have happened at other airlines. All airlines had similar policies regarding involuntary-denied boarding and prioritizing crew repositioning. Every other airline, I’m sure, felt lucky the David Dao incident didn’t happen on their airline.

In the aftermath of the incident, many people vowed to boycott United. Little by little, that negative consumer sentiment faded away while the backlash—and media coverage—over the incident diminished.

Availability bias occurs when we make decisions based on easy or incomplete ideas.

The David Dao incident’s media coverage is an archetypal case of the Availability Bias (or Availability Heuristic) in force. Humans are inclined to disproportionately assess how likely something will happen by how easy it is to summon up comparable–and recent–examples. Moreover, examples that carry a fierce emotional weight tend to come to mind quickly.

The availability heuristic warps our perception of real risks. Therefore, if we’re assessing whether something is likely to happen and a similar event has occurred recently, we’re much more liable to expect the future possibility to occur.

What we remember is shaped by many things, including our beliefs, emotions, and things like intensity and frequency of exposure, particularly in mass media. When rare events occur, as was the case with the David Dao incident, they become evident. Suppose you’re in a car accident involving a Chevy, you are likely to rate the odds of getting into another car accident in a Chevy much higher than base rates would suggest.

If you are aware of the availability bias and begin to look for it, you will be surprised how often it shows up in all kinds of situations. As with many other biases, we can’t remove this natural tendency. Still, we can let our rational minds account for this bias in making better decisions by being aware of the availability bias.

Idea for Impact: Don’t be disproportionately swayed by what you remember. Don’t underestimate or overestimate a risk or choosing to focus on the wrong risks. Don’t overreact to the recent facts.

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Filed Under: Mental Models, Sharpening Your Skills Tagged With: Aviation, Biases, Change Management, Critical Thinking, Decision-Making, Psychology, Thought Process

Perfect—Or Perfectly Miserable?

May 22, 2021 By Nagesh Belludi Leave a Comment

The American actor Mandy Patinkin has a reputation as a “self-oriented” perfectionist. He’s one of those who impose exacting standards on themselves and engage in rigorous self-evaluation.

In this interview for The New Yorker, Patinkin reveals how he overcame this tendency:

My children watched me be too hard on myself for years. They’d come to performances, concerts. Then they’d hear their father criticizing it afterwards. One day, my son Gideon and I are walking down the street on the Upper West Side and he wants to talk about his life. He’s talking about bad nights, good nights, et cetera. And he says, “I watched you suffer for so many years over things that I could never understand what you were suffering about, because I was there and I saw it and it was great. I watched you suffering, and I learned that it was meaningless, that it had no worth, it was for nothing.” And I started to weep. My sons knew that it was never worth it.

Idea for Impact: If you tend to fixate on undue self-standards, ask yourself, “To what end?” Recalibrate your expectations. Don’t let your perfectionist tendencies hold you back.

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Filed Under: Living the Good Life, Sharpening Your Skills Tagged With: Assertiveness, Discipline, Likeability, Mindfulness, Motivation, Perfectionism, Psychology

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About: Nagesh Belludi [hire] is a St. Petersburg, Florida-based freethinker, investor, and leadership coach. He specializes in helping executives and companies ensure that the overall quality of their decision-making benefits isn’t compromised by a lack of a big-picture understanding.

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