Monthly Archives: August 2012

The Smartest One In The Room

We all like to believe that we’re smart.  I always used to ask that as an interview question of potential employees – “are you smart?”  No one ever said they weren’t and I certainly wouldn’t have expected them to.  Me?  I sometimes feel as if I’m not the smartest guy in the room even when I’m alone.

I bring this up today because I came across a study that I found interesting and thought you might as well.  It’s about how we evaluate one another as well as how we represent ourselves (hence the above interview question).  It’s in the Journal of Personality and Social Psychology which I don’t make a habit of reading but the study popped up in my news feed.  Here is the abstract:

When people seek to impress others, they often do so by highlighting individual achievements. Despite the intuitive appeal of this strategy, we demonstrate that people often prefer potential rather than achievement when evaluating others. Indeed, compared with references to achievement (e.g., “this person has won an award for his work”), references to potential (e.g., “this person could win an award for his work”) appear to stimulate greater interest and processing, which can translate into more favorable reactions. This tendency creates a phenomenon whereby the potential to be good at something can be preferred over actually being good at that very same thing.

In other words, we much prefer hearing job candidates talk about how they are empty vessels capable of greatness than about how many deals they’ve closed.  I think that’s why I used to ask the “smart” question – it gets to a candidate’s potential.  The thing is that the raw intelligence – the potential – has to be married to a respect for the intelligence of those around you.  No matter how smart you may be, you need to seek out people smarter than you are to keep yourself growing.  If you can’t find an individual, the odds are that the collective wisdom of co-workers and peers can serve the same purpose.

You think that’s smart?

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Good Results

There’s an expression one hears in sports sometimes that a final score is a good result.  It doesn’t pertain to your team winning (which I guess is always a good result).  Instead, it means that the outcome of the match is in line with the way the game was played. The team that dominated the game won even if it was a sloppy match or something unusual like an own goal kept it closer than it should have been.  Ugly play didn’t get in the way of the outcome.  You hear the expression in boxing too.  It means that there was no lucky one-punch knockout or the fight was stopped by a cut on the person who was winning.  The “right” guy won.

I had the same thought when the whole controversy about Jordyn Wieber happened during the Olympics.  Even though she finished fourth during the qualifying round she couldn’t compete for the all-around gymnastics gold because international rules only allow two competitors per country in the finals.  This was seen as a bad result – she played well and yet she wasn’t allowed to continue (one could ask why no one complained about the rules in advance of the Games when the US had such a deep squad but hindsight is always perfect…).

Maybe it’s the notion of fairness that’s inherent in thinking something is a good result.  That’s certainly part of it but I think it’s a bit of a misplaced focus too.  There’s a golf expression – “it’s not how, it’s how many.”  That means it doesn’t matter if you hit a soaring perfect shot to 3 feet or if you skull it along the ground to the same place.  All that matters is the final score.  As Bobby Orr said, forget about style; worry about results.  Here’s the thing: business outcomes often aren’t fair.  Idiot self-promoters get great jobs and smart, quiet people languish.   There’s a lot of focus in business on style, on “how” instead of “how many.”  Are those a “good result?”

We might ask ourselves how many good people or excellent opportunities are we overlooking because they don’t fit into our idea of perfect.  Winning ugly is still winning, right?

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Looking For An Untapped Market?

Have you ever taken an online survey? Many of them begin with some sort of demographic screening (after they ask you if you work for a research or marketing company). I always shake my head when I get tossed out of the survey (“Thank you but we are looking for respondents with other characteristics”) after I give my age. Once one is over 50, we disappear to most marketers and that’s dumb.

My thinking is confirmed by a study from the Nielsen folks called “The Most Valuable Generation.”  You can register and get the report here.  Some of the findings about we Boomers, born between 1946 and 1964, are that we account for:

There are a number of other findings about our brand loyalty (same as other age groups), online shopping (we do a LOT of it), social media use (a bit behind but catching up fast) and premium travel (we’re 80% of it).  The reason I’m bringing all this up is the head-shaking number:

5%.

That’s the percentage of CPG advertising that’s geared to Boomers (who buy 50% of the product).  It’s a huge opportunity for someone.  As an article on the report summed up nicely:

Boomers are the most valuable generation in the history of marketing and they are too valuable to ignore, concludes the report. The numbers on Boomers are big, and they add up to something that is very compelling.

So if you’re a marketer, are you going to listen to the facts and take advantage of an opportunity or are you going to let some bad targeting habits continue?  Your call!

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