Tag: bias

The kirppis experience

FabrizioLeave a comment

Here in Finland, second hand is quite popular. There are plenty of shops that sell second hand stuff, mainly clothes and furniture, but also other items people is happy to pass on to someone else. They are called kirppis.

Kirppis usually have plenty of items. And yet, when you walk into one, there is no guarantee you are going to find what you need. You have to scan through the racks, check all the boxes, survey the tables and review the many shelves. The experience is often overwhelming, but it is the very same concept of second hand that makes it such: you are asking customers to give up ease and standardisation in exchange for low prices and something similar to the thrill of pulling the handle of a slot machine.

The point is, when you overwhelm your audience with facts and information about your product, features, services, what you are offering them is essentially a kirppis experience. You are telling them, “We are sorry, we could not make a decision on what is important, nor could we bother figuring out what you care about, hence we are going to let you scan, check, survey and review all of the terrific things we can offer in the hope you’ll find what you are looking for.“

Of course they will move on. You would too.

In check

FabrizioLeave a comment

Most of the decisions we take are evaluated based on their outcomes. And so we find ourselves telling a story around how we chose that option over the other one because of that last minute information we got, or because of the underlying trend we picked up, or because of that opportunity that suddenly presented itself.

Of course, that is only a story. It’s called rationalization. The truth is, there is very little of rational in what we decide to do at any given time. Even in complex decision-making processes (B2B purchasing, for example), what eventually moves the needle is often an emotion, an opinion, a story better told, the friction between two parties.

How to keep the decision-making process in check is a better problem to address (vs how we can replicate good decisions/avoid bad ones). And understanding how people make decisions (all people) is essential to the career of each marketer.

Obligation

FabrizioLeave a comment

The reverence, adoration, awe reserved to people in leadership positions is what in most cases will make them lose their authority and power.

If you really care about the person, if you like them, want to work with them, want to learn from them, want them to stay in the job for as long as they decide to, then you owe them a challenge, a question, a contrarian point of view, a new idea, a plan they had not though about, a truth they did not want to hear. It is your obligation.

What we’d like

Fabrizio1 Comment

How would you like others to treat you?

If you are having a bad day, and still need to go out to buy some groceries. You just grab the first clothes you can find and don’t worry about your hair. What would you like others to say?

If you are having a tough period, and at work you can only do the bare minimum. You avoid coffee breaks as you do not want to talk to anybody, you delay your lunch break to grab a quick bite by yourself. How would you like others to talk about you?

If you are not answering that message because it would mean you finally need to have that difficult conversation you have postponed for so long. What would you like others to call you?

The next time we reach for an easy judgement, let’s keep in mind what we’d like others to do when it’s our turn.

Openly ask

FabrizioLeave a comment

Do you ever bother to openly ask?

A team member, what they would like to work on.

A customer, how they will be using your product.

A user, what topic would they be happy receiving content about.

Your partner, how would they feel if something would happen.

Your boss, what’s keeping them up at night.

Most of our businesses and lives are based on assumptions. Sometimes we hide them under the labels “experience” and “data”, and yet assumptions they are and they will be.

Should we instead bother and ask the question?