Filed under: Digital Strategy
I was talking about an audience of super smart kids undergoing tertiary education, and their finely honed ‘bullshit detectors’ and he asked how that insight was constructed:
scepticism and perspicacity are different. What made me curious was that subjectivity makes it hard for us as adults to accept that we may not have detected bullshit. So how would we secure that information from kids?
In my experience ‘kids’ don’t have the same subjectivity barriers when they formulate responses as ‘adults’ might. They’re not overly worried about being objective when asked for their opinion, they celebrate their bias, they believe that you’re asking for ‘their opinion’ not ‘the right answer’.
I’m loving the space between scepticism and perspicacity (and I had to look it up). I’ve been really challenged by the question: what exactly is it that activates BS spidey senses?
Going through my notes to find the source of the tingle , coming up time and time again is a notion of intent. It seems that when there is no value foundation for a brand statement, no proof of claim and no experience other than an organisation simply making money, any brand notion other than ‘buy me’ is seen as BS.
All too frequently many ‘wannabe’ brands share only one common tangible value and that is shareholder return, or chasing money in plain language if you wish. There’s nothing wrong with making money and indeed wealth creation has many positive effects, but if that’s the raison d’etre for an organisation, it practically sweats from the pores of their executives and makes a squelching sound from the carpets of the boardrooms as we make our way about the C-Suite.
I think what we’re both talking about is the pointy end of Jessica Hagy’s Pyramid of Success: you can make money and you can make an impact, but if you really want differentiation, cut through and brand value then, as a brand, it might be a great idea to start defining what you stand for and set about creating some good too.
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