💎 On the danger of grandiose marketing objectives (wishful bullshit)

Macho marketing language is common, but dangerous. And objective setting is where it’s perhaps most dangerous. Marketing plans are littered with words like ‘disrupting’ and ‘transforming’. Plans hardly ever use more modest, but more realistic, words like ‘nudging’, ‘reinforcing’ or ‘reassuring’ – they just don’t sound impressive enough. It probably doesn’t help that the box on the brief titled ‘objective’ has often been replaced nowadays by one called ‘ambition’ or ‘vision’. And when the brand plan writer won’t be there in two years’ time anyway, they may as well write wishful bullshit.

Excerpt from: How not to Plan: 66 ways to screw it up by Les Binet and Sarah Carter

💎 On the dangers of a mindless deference to authority (rectal earache)

Errors in the medicine patients receive can occur for a variety of reasons. However, a book entitled Medication Errors: Causes and Prevention by two Temple University pharmacology professors, Michael Cohen and Neil Davis, attributes much of the problem to the mindless deference given the “boss” of the patient’s case: the attending physician. According to Professor Cohen, “in case after case, patients, nurses, pharmacists, and other physicians do not question the prescription.” Take, for example, the strange case of the “rectal earache” reported by Cohen and Davis. A physician ordered ear drops to be administered to the right ear of a patient suffering pain and infection there. But instead of writing out completely the location “right ear” on the prescription, the doctor abbreviated it so that the instructions read “place in R ear. Upon receiving the prescription. the duty nurse promptly put the required number of ear drops into the patient’s anus.

Excerpt from: Influence: The Psychology of Persuasion by Robert Cialdini

💎 On the cumulative power of multiple small improvements (professional cycling)

Brailsford and his coaches began by making small adjustments you might expect from a professional cycling team. They redesigned the bike seats to make them more comfortable and rubbed alcohol on the tires for a better grip. They asked riders to wear electrically heated overshorts to maintain ideal muscle temperature while riding and used biofeedback sensors to monitor how each athlete responded to a particular workout. The team tested various fabrics in a wind tunnel and had their outdoor riders switch to indoor racing suits, which proved to be lighter and more aerodynamic.

But they didn’t stop there. Brailsford and his team continued to find 1 percent improvements in overlooked and unexpected areas. They tested different types of massage gels to see which one led to the fastest muscle recovery. They hired a surgeon to teach each rider the best way to wash their hands to reduce the chances of catching a cold. They determined the type of pillow and mattress that led to the best night’s sleep for each rider. They even painted the inside of the team truck white, which helped them spot little bits of dust that would normally slip by unnoticed but could degrade the performance of the finely tuned bikes.

As these and hundreds of other small improvements accumulated…

Excerpt from: Atomic Habits: An Easy and Proven Way to Build Good Habits and Break Bad Ones by James Clear

💎 On how random clusters are mistaken for patterns (let the rice rain down)

To see why, stand on the carpet – but choose one with a pile that is not too deep (you might in any case want a vacuum cleaner to hand) – take a bag of rice, pull the top of the packet wide open … and chuck the contents straight into the air. Your aim is to eject the whole lot skyward in one jolt. Let the rice rain down.

What you have done is create a chance distribution of rice grains over the carpet. Observe the way the rice is scattered. One thing the grains have probably not done is fall evenly. There are thin patches here, thicker ones there and, every so often, a much larger and distinct pile of rice: it has clustered.

Wherever cases of cancer bunch, people demand an explanation. With rice, they would see exactly the same sort of pattern, but does it need an explanation? Imagine each grain of rice as a cancer case falling across the country. The example shows that clustering, as the result of chance alone, is to be expected. The truly weird result would be if the rice had spread itself in a smooth, regular layer. Similarly, the genuinely odd pattern of illness would be an even distribution of cases across the population.

Excerpt from: The Tiger That Isn’t: Seeing Through a World of Numbers by Andrew Dilnot and Michael Blastland

💎 On conformity having deep roots (nut cracking)

The normal behavior of the tribe often overpowers the desired behavior of the individual. For example, one study found that when a chimpanzee learns an effective way to crack nuts open as a member of one group and then switches to a new group that uses a less effective strategy, it will avoid using the superior nut cracking method just to blend in with the rest of the chimps.

Humans are similar. There is tremendous internal pressure to comply with the norms of the group.

Excerpt from: Atomic Habits: An Easy and Proven Way to Build Good Habits and Break Bad Ones by James Clear

💎 On making communication entertaining and to the point (nobody wants to read your shit)

Nobody wants to read anything.

Let me repeat that. Nobody—not even your dog or your mother—has the slightest interest in your commercial for Rice Krispies or Delco batteries or Preparation H. Nor does anybody care about your one-act play, your Facebook page or your new sesame chicken joint at Canal and Tchoupitoulas.

It isn’t that people are mean or cruel. They’re just busy.

Nobody wants to read your shit.

Excerpt from: The War of Art: Break Through the Blocks and Win Your Inner Creative Battles by Steven Pressfield

💎 On strongest memory of taste tending to be the first bite (olfactory change blindness)

We are all in a constant state of ‘olfactory change blindness’. Intriguingly, this is something that the food companies have been trying to exploit to their, and hopefully our, advantage for a few years now. The basic idea is that you load all the tasty but unhealthy ingredients into the first and possibly last bite of a food, and reduce their concentration in the middle of the product, when the consumers are not paying so much attention to the tasting experience. Just think about a loaf of bread with the salt asymmetrically distributed towards the crust. The consumer will have a great-tasting first bite, and then their brain will ‘fill in’ the rest by assuming that it tastes exactly like the first mouthful did. This strategy will probably work just as long as the meal isn’t high tea and the taster eating cucumber sandwiches with the crusts cut off! Or imagine something like a bar of chocolate, which most people will presumably start and finish at the ends, not in the middle. In fact, Unilever has a number of patents in just this space.

Excerpt from: Gastrophysics: The New Science of Eating by Charles Spence

💎 On power of brand versus physical assets (you take the factory, give me the trademark)

Or, as John Stuart, chairman of Quaker Oats, said, “If this business were to be split up, I would be glad to take the brands, trademarks, and goodwill, and you could have all the bricks and mortar—and I would fare better than you” (in Dyson et al. 1996, 9).

Excerpt from: Branded Nation: The Marketing of Megachurch. College Inc.. and Museumworld by James Twitchell

💎 On the power of the internet to remove our inhibitions (it doesn’t judge)

The researchers were able to conduct a field experiment into how the introduction of technology changed the content of customer orders. According to the data, online customers chose pizzas that were more complicated and expensive, containing 33 percent more toppings and 6 percent more calories. Instead of just ordering a pepperoni pizza, they chose pies that featured highly unusual toppings, such as “quadruple bacon” or ham, pineapple, and mushroom. (When orders were placed online, bacon sales increased by 20 percent.)

Excerpt from: The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior by Shlomo Benartzi and Jonah Lehrer

💎 On the problem with opinion polls (many opinions are invented on the spot)

One alternative would be an opinion poll. The drawback is that many “opinions” are invented on the spot to satisfy a pollster. Political scientist George Bishop once demonstrated this by asking people whether they favoured repeal of the “Public Affairs Act of 1975.” There was no such act. But thirty percent took the bait and offered an opinion. Bishop found that the less educated were more likely to claim an opinion.

Excerpt from: Head in the Cloud by William Poundstone

💎 On the power of social proof and conformity (devaluing their own opinion)

In 1935 the pioneering social psychologist Mazafer Sherif invited people to take part in an experiment using the autokinetic effect. Participants looked at a point of light in a darkened room and were asked to report whether they thought the light was static or moving, a recreation of a natural phenomenon first observed by astronomers who thought that stars were moving. When participants were asked individually opinion was equally divided; however, when they were put into groups people tended to agree with the majority, even if this meant contradicting what they’d said originally. Later, when asked individually, they continued to subscribe to the group view. In other words, when placed in the context of a group, people will devalue their own opinion in the interest of developing an arbitrary position that is acceptable to the group.

Excerpt from: Consumerology: The Truth about Consumers and the Psychology of Shopping by Philip Graves

💎 On the creative benefits of thinking like a child

Einstein was a great fan of this technique. He said that: “To stimulate creativity, one muse develops the childlike inclination for play.” Researchers at the North Dakota State University agree. They conducted an experiment where they asked 76 undergraduates what they would do if college were cancelled for the day. The interesting bit was that half of them were encouraged to think as if they were seven years old. These students were found to give much more creative responses than the control group.

Excerpt from: Go Luck Yourself: 40 ways to stack the odds in your brand’s favour by Andy Nairn