Tag: bias

Against your beliefs

FabrizioLeave a comment

Can you argue against your beliefs?

Can you make the effort to see the world from an opposite perspective, to scrutinize what you think is true, to approach the same problem from radically different angles?

And come back on the other side with a changed mindset?

If so, nothing will stop you.

Does it matter?

FabrizioLeave a comment

In 2012, Google launched a brilliant campaign in view of SXSW.

Project Re:Brief wanted to give old school admen, creators of iconic ads (such as this, and this, and this), modern tools to see how their campaigns would look like on the web.

It is a wonderful idea, and the campaign got very good numbers. Google also made a documentary out of this project.

A few days after the launch, one of the people responsible for the campaign was presenting the social media results to the rest of the team. Their boss, perhaps a bit harshly, asked an important question (the full story can be heard here):

Does it matter?

The point is, Google can certainly spend time and resources tracking and reporting on things that do not have an impact on their mission, vision, numbers.

But can you?

Free trial

FabrizioLeave a comment

Does your audience want a free trial? Of course.

Do you have the resources to offer a free trial that delivers the right experience to the right audience, making them excited to continue on their journey to become champions of your own perspective?

Most companies would answer no.

And yet, they offer a free trial.

And that’s because a free trial, with the right form to capture the right information – credit card, of course – is very little about experience, about user journey, about changing minds and behaviors, while it is very much about boosting vanity metrics.

Your choice.

Not exciting anymore

FabrizioLeave a comment

Three reasons why the new tool, system, process, structure rolled out in your organization is no longer as exciting as it initially seemed.

  1. The people making the decision are the not the ones impacted by the decision. Very often, the people impacted by the decision are not even consulted in the decision-making phase. Assumptions and second guessing are key criteria.
  2. There was a tacit expectation that the tool, system, process would have been welcomed by everybody as a cure for all that is bad. In other words, nobody really gave change management a thought – and if number 1 is true, you are most likely already drifting into number 2.
  3. There is no agreement on accountability and how success is going to be measured. People will do everything to avoid saying: “we failed (and we will not fail again)”. Flawed solutions will be around for years, until a new change can be sold internally. Putting the process back at number 1.

Used to boredom

FabrizioLeave a comment

The positive consequence of getting used to boredom is that you allow time for things to happen.

You do not check every other day if something is happening, you do not ask for a new report, a new deadline, a new update, you do not seek daily rewards, you do not rush to change the inputs hoping for a faster outcome.

You have a plan and you stick to it.

You’ll let me know if the plan changes.