Tag: Social proof

Continuous Improvement

Before Telecommuting and Online Retailing,  we got Management by Walking Around .

Then the gurus told us to “re-engineer” the corporation (Japanese influence).

Then, Toyota was on the roll with Continuous Improvement (Al Gore was buying into this when trying to re-invent the US Government). True to its form, Toyota continuously improves its R&D, from EV racing to 3-wheel concept EV. The Prius has established itself as the category leader.

If you don’t re-invent, someone else will (the Innovator’s Dilemma).

In fact, Steve Jobs did a great job at breaking the vicious cycle with 99 cents per song proposition, knowing that disruption would be followed by destruction (of the music industry).

Once again, we learn that corporations are sitting on their war chests full of cash.

They are looking to buy small and promising competitors, often times, to eliminate “disruption” in one fell swoop.

The big guys’ version of Continuous Improvement is Continuous Consumption, pac-man style.

From a Marketing standpoint, Hyundai and Kia have done a great job gaining traction and acceptance.

This is when GM, VW and other car makers all try to make a comeback in the face of pent-up demand (Recession hesitation).

Not only technology leapfrogs, consumers also buy in to the latest and greatest e.g. Galaxy IV.

More gadgets, more interconnection and integration.

From home to car to the office (even at those third places like Starbucks).

There will be a generation of consumers who take broadband for granted (reminds me of those pin ball machines, a 70’s must-have for off-campus hangouts).

Putting it all together. Companies need to continuously improve their products, services and ways to reach their target markets.

Buyers look for a positive experience, both on and off-line. Here is where the classic text, Influence, counts: social proof, consistency and scarcity.

When the Tesla is in back order, it’s a good sign (scarcity). So is the Prius (consistency). Before we know it, those with the guts to go for the Gold win e.g. full plug-in after trying hybrid cars(EV still needs critical mass -or Social Proof to be validated). With those war chests, I am sure companies can now afford to leap-frog their R&D knowing in their guts that there is a price for everything, including in-action. Even if you do nothing, just sitting on the track, you will likely be run over by a train. Kaizen.

On being an influencer

Like it or not, we all are either on the receiving or giving end of Influence.

But few understand what constitute sphere of influence.

A study on the subject, by Cialdini , lists below elements:

– Like (ability). This is self-explanatory. When you like someone or are liked by someone, nothing can go wrong.

This explains the “a priori” principle: we read into a situation or person due to our early imprints (trust that face that resembles mother’s – Oil Olay commercial uses “First Time Ever I Saw Your Face ” to resonate and resurrect that trust). Charismatic personalities, cinematic and telegenic figures all got our vote of confidence (Kennedy-Reagan).

– Social proof. The majority get to decide and have the final say (free election, trial by jury). We took this at face value (in experiment, a decoy looked up to a highrise. After a while, a huge crowd gathered to look up to the sky as well.) Conformity principle is a sub-set of this: pagelink, youtube, McDonald (billions burgers served).

– Consistency. We need that congruence between past choices and new ones. That way, we can live with ourselves.

e.g. membership fees and bulk buying (Costco and other Reward cards). Ultimate antidote to “buyer’s  remorse” (Zappos free-shipping for returned merchandise – relies on people’s resigning to a faith accompli).

– Reciprocity.  “loss leaders“: they first scratched our backs, then, we scratch theirs. Customer life-time value is worth much more than an initial and temporal “loss”. This is where brand and habit buying takes over ( path of least resistance ). Casinos give out VIP free rooms and/or buffet.

– Scarcity. How many times have we seen an ad, then rushed to the store, just to find out the item was no longer available. Then, with a rain-check , we are more convinced (influenced) due to scarcity. Right now, investors are worried that I-phone 5 are in short supplies.

– Authority. The ultimate pair-association in advertising: Angelina Jolie , Sean Connery and the Gucci bags.

We want to identify with and project ourselves onto these icons. After all, 007 has ducked the bullets for 50 years.  What if we can be like them (immortal), in some ways? Well, they travel light and high on Gucci. That purse got cloud.

It got their endorsements. Their “Likes”. After all, 007 must know how to choose his “gadgets” .

Now you know. We influence and be influenced by others. A test: put your parents through this check list. See if each and every single item fits the bill. I bet you they did. Our parents: our ultimate influencers. They first gave us life (reciprocity), then they sustained us (sorry, I have to use the past tense in my case) – commitment and consistency, from cradle to the grave.

Then when they were gone, there are no replacement (scarcity). Of course, they were the authority (I still wanted to buy those sesame-seed cakes my Dad and I used to eat after our weekly noodle  breakfast or mom’s fermented rice for snacks).

And I like them. They liked me. Social proof: everyone likes and loves their parents. Period. Case closed.

Knowing these principles, you can improve your sphere of influence, or be innoculated against unsubstantiated claims of social proof, or build better resistance against those who initiated reciprocity cycle (Hari Khrishna free roses at the airport).

Be the best influencer you can be. It’s a world-wide web in need of good and selfless influencer like yourself. Keep feeding the network, pay forward. When good men just stood by and did nothing, we would end up with the wild wild web.

Saigon, smoke and smog

You got to be stronger, you got to be wiser….

Cigarette companies are employing sales girls to peddle their tobacco here: buy two get a lighter etc…

The girls, all well cast to fit the bill. Sampling a product, hooked for life.

Best way to break in a market is via Direct Sales: Likeability, Commitment and Consistence, Social Proof (everyone who is in the know, smokes this).

Young men, beers in hand, and cigarettes in the mouth.  All the good die young.

For now, let’s party on. Born this way, born that way.

Born to be wild and born to run. Born in the USA or born in Vietnam.

Trees help sucking off the smog. Rain helps.

But not nearly enough. The dirty air masks are proofs.

Breathe in, breathe out.

Full-lung capacity. Half-life to infinity.

Things might seem to have changed, but then, it seemed to have stood still. People still want to be recognized, to climb the social ladder and to be hip. What are those Filippino bands doing here in town? Our new priests, who help us along? Consecrate us for hedonism?

Saigon knew how to enjoy itself way back. Last night, to prove my point, a guy sang “Don’t let me down” at Acoustics. The audience couldn’t hum along, but I could. That was my signature song at Chu Van An.

Again, the current might have flown down stream, but up-stream, the game plan remains the same: sourcing for new revenue stream, building customer’s loyalty and maximizing customer’s life-time value.  One pack of cigarette at a time.

I am all for a good time.  Even a smoke. But to fall victim and be arm-twisted by agents of Death in disguise, is something I am not falling for.

I wish they sold second-hand smoke masks. The direct sales force will have to shadow the cigarette gals and sell 10 out of every lighter the later managed to push. Now that’s fair game. Born this way, remain this way.

I will survive…..even though it might seem as if  “it’s the end of the world” at times, here in Saigon, for as long as one cares to notice.

Shame and Stigma

Making small talks on New Year‘s morning, I mentioned various distant relatives, among whom a handsome ping-pong playing cousin of mine.

I remembered him as 60’s looking, hair, glasses and short shorts.

He was later married with kids before got  sent to re-education camp.

While he was away, his wife had an affair and made him feel ashamed upon his return and reintegration to larger society.

Those external stresses, at first glance, must have driven him to suicide.

My hostess cousin overheard my conversation, rushed out of the kitchen  and said ” cousin T was gay!”

“He had been pressured to maintaining a modeled family against his wish.”

Mystery unveiled for me after all these years.

The stigma (of being gay at a time and in a place where it was unacceptable) was followed by shame (even his “modeled” family couldn’t hold waters).

The agony of shame and stigma must have eaten up the man.

If memory served me right, I , up until yesterday, couldn’t conceive his family as “spinners” of story.

His father showed my mom where to find housing and apply for a teaching job.

My birth certificate (showing the address) still bears witness to their kindness to relatives fleeing Southward during the partition (North-South).

In all appearances, with his father also a teacher, which used to be ranked first (Si, Nong, Cong, Thuong – Mandarin, Farmer, Factory worker, Merchant), and rest of family high achievers until the last shoe dropped.

I felt for cousin T.

Perhaps taking his own life was the only way.

If he had lived in this time, or emigrated to a certain State in the US, or EU,

he could have carried on happily.

He ended life to stay true to his nature. (as of this edit, the US Supreme Court is into its 3rd day hearing about gay marriage).

When Francoise Sagan released her bombshell publication  “Bonjour Tristesse“, a lot of young people committed suicide in France. Existential loneliness.

Our own Nguyen Anh Chin also composed his “Buon oi, ta xin chao mi” (Bonjour Tristesse) after a time living in France.

Every society finds ways to explain outliers and outcasts.

We put much spotlight on how many lives Bill Gates has saved (good for him), but we have yet done inventory of what’s in our closet. Instead, we ignore what we can’t explain, or doesn’t fit into the mold: a handicapped child, a gay cousin, an interracial nephew or an unmarried niece.

Society is judged by how well it protects its weakest link, not to convenient put on labels such as “dysfunctional”, or worse, “reject”.

With 7 Billion , the chance of outliers and outcasts will only increase. Consequently, the burden is  on us to overcome fear, to be a good Samaritan. When you do to the least of these, you have done unto me.

Where is  the “Bill Gates” in each of us? The good Samaritan who stands up to shame and social stigma? (Condom Contest Prize $100,000 from Bill and Melinda Gates Foundation). The funny thing about Social Proof (they all do it) is it changes just as quickly if given the right catalyst and back wind (in 10 years, public opinion in the US about gay marriage has flip-flopped).  Be that force of change. He ain’t heavy, he is my brother.

R.I.P. cousin T.