As creatives, there’s a feeling of disconnect between our minds (thoughts, ideas) and their acceptance. How can people not see how good our ideas are? And this is the ultimate challenge, because success is so dependent on our ideas and the usage of those ideas.
These four points are super interesting in of themselves, but the third one caught my attention.
"Objective evidence shoring up the validity of a creative proposal does not motivate people to accept it."
This means that even if you can prove that your idea is valid, it doesn’t help people accept it. It makes sense because in meetings, we can be so tied to proving our ideas, especially if we have the evidence to prove that our idea works... yet that doesn’t help us sell the idea. Our objective isn’t to prove validity, our objective is to sell the idea. It might not be a focus on the facts, it might be to describe the results, or to focus on the emotional. It might be to establish more likability and rapport.
So when we notice disinterest from the person who’s listening to our pitch, we need to take a step back and ask ourselves if we’re too caught up in proving ourselves — let go of your need to have to prove something, and move towards finding what will actually affect the buyer’s psychology.
I've found that one of the best ways to be less wrong overtime is to do an analysis of why an idea wasn't successful. It can be overwhelming to try to dig into analysis, but I've found that being wrong usually came from a few different reasons. These five reasons usually relate to business/marketing but can be applied to other ideas you develop or want to execute.
First I'll state the five reasons, then I'll explain a little more my thoughts on how they apply to the real world.
1. There were false assumptions made
2. The idea was a bad fit for you
3. You didn’t understand the psychology of the applied tactic / technique, and thus there was an error made in application
As absurd as it sounds when we stop to think about it, our steady state seems to be one of assuming that we are very close to omniscient. - Kathryn Schulz
Several years ago I happened on Kathryn Schulz's delightful TED talk about being, well... wrong. I was immediately struck by the importance of her ideas for anyone who cared deeply about the truth. (For those of you who, like me, love books more than videos, I can also recommend the book she is discussing in the TED talk, pictured above.)