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  <title>PyroMarketing</title>
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  <modified>2013-04-12T15:23:09Z</modified>
  <tagline>Pyromarketing by Greg Stielstra</tagline>

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  <div xmlns="http://www.w3.org/1999/xhtml">This is an Atom formatted XML site feed. It is intended to be viewed in a Newsreader or syndicated to another site. Please visit <a href="http://pyromarketing.typepad.com/my_weblog/">PyroMarketing</a> for more info.</div>
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  <link rel="start" type="application/atom+xml" href="http://feeds.feedburner.com/Pyromarketing" /><feedburner:info uri="pyromarketing" /><atom10:link xmlns:atom10="http://www.w3.org/2005/Atom" rel="hub" href="http://pubsubhubbub.appspot.com/" /><entry>
    <title>On Average, People Think They're Above Average</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/_j171kDQia4/so-you-think-youre-all-that-the-odds-are-better-than-average-that-you-do-thats-because-well-everyone-does-87-of-mba-s.html" />
    <link rel="service.edit" type="application/x.atom+xml" href="http://www.typepad.com/t/atom/weblog/blog_id=254483/entry_id=6a00d83453633269e2017eea2d2e9d970d" title="On Average, People Think They're Above Average" />
    <id>tag:typepad.com,2003:post-6a00d83453633269e2017eea2d2e9d970d</id>
    <issued>2013-04-12T10:23:09-05:00</issued>
    <modified>2013-04-12T15:28:44Z</modified>
    <created>2013-04-12T15:23:09Z</created>
    <summary>So, you think "you're all that." Welcome to the club. Almost everyone does. 87% of MBA students at Stanford rated their academic performance as above average. 68% of faculty at the University of Nebraska rated themselves in the top 25%...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p>So, you think "you're all that."  Welcome to the club. Almost everyone does.</p>
<p>
<a class="asset-img-link" href="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017c388ef7aa970b-popup" onclick="window.open( this.href, '_blank', 'width=640,height=480,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0' ); return false" style="display: inline;"><img alt="Above average" class="asset  asset-image at-xid-6a00d83453633269e2017c388ef7aa970b" src="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017c388ef7aa970b-320wi" style="float: left;" title="Above average" /></a><br /><br /></p>
<p> </p>
<p> </p>
<p><a href="http://en.wikipedia.org/wiki/Illusory_superiority#cite_note-14" target="_self">87% of MBA students at Stanford</a> rated their academic performance as above average.  68% of faculty at the University of Nebraska <a href="http://en.wikipedia.org/wiki/Illusory_superiority#cite_note-13" target="_self">rated themselves in the top 25% for teaching ability</a>.  93% of American drivers think their skill puts them in the top 50%.  A study of students taking the SAT found that 70% thought their leadership skills were above average and 85% thought they were above average when it came to getting along with others.</p>
<p>Since, by definition, only half of us can be in the top half of anything, most of these people had an overly optimistic opinion of their own abilities.  It's called Illusory Superiority or the Dunning-Kruger Effect and it's another cognitive bias that distorts our thinking.</p>
<p>Cornell professors David Dunning and Justin Kruger won the 2000 Nobel Prize in Psychology for explaining this phenomenon in their paper, <a href="http://ttsg.org/pdfs/Dunning-Kruger%20Effect.pdf" target="_self">Unskilled and Unaware of It: How Difficulties in Recognizing One's Own Incompetence Lead to Inflated Self Assessments.</a>  </p>
<p><strong>Why it Matters to Marketers</strong></p>
<p>If sales of your product or service depend on people recognizing their need for it, then you better pay attention to illustory superiority. Since people over-estimate their own abilities, it follows that they will understimate their need for improvement.  That means they may think your product must be for someone else--someone with lesser abilities than themselves.  That could artificially limit your market.</p>
<p>To make matters worse, because of Illustory Superiority, people think they are personally less susceptible to Illustory Superiority than most people! The problem itself makes people less likely to recognize and overcome it.  </p>
<p>Fortunately, Dunning and Kruger also found that people will, "Recognize and acknowledge their own previous lack of skill, <em>if</em> they are exposed to training for that skill." So, there's hope.  But how do you help them do that?  Here are some ideas:</p>
<ul>
<li><strong>Use Objective Measures:</strong> Help people understand their need for your product by using objective measures.  Instead of saying, "If you suffer from indigestion..." (which allows people to define the term "suffer" for themselves), say, "If you have indigestion more than three times in a month, then you need Product X..."</li>
<li><strong>Leverage Norms:</strong> Compare objective measures to societal norms.  "Everyone has indigestion from time to time.  In fact, the average is once a month.  If you're have it more often than that, you're above average and should consider treating it with Product X..."</li>
</ul>
<p>The Dunning-Kruger Effect aside, if you're reading my blog then you are clearly above average.  So, congratulations and spread the fire.  GS</p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/_j171kDQia4" height="1" width="1" /></div></content>



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  <entry>
    <title>Greg Stielstra's 2013 Speaking Schedule</title>
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    <id>tag:typepad.com,2003:post-6a00d83453633269e2017ee9ed4082970d</id>
    <issued>2013-04-03T10:25:00-05:00</issued>
    <modified>2013-04-04T20:29:00Z</modified>
    <created>2013-04-03T15:25:00Z</created>
    <summary>Here are the places where I'll be speaking. If you attend one of these events, be sure to find me and say hi afterward. I'd love to meet you. GS April 9, 2013 - Dean Health Systems, Madison, WI -...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p>Here are the places where I'll be speaking.  If you attend one of these events, be sure to find me and say hi afterward.  I'd love to meet you.  GS</p>
<p>April 9, 2013 - Dean Health Systems, Madison, WI - WholeMind Engagement:The two ways our brains make decisions (Dual Process Theory) and how to leverage them for greater engagement in well-being impmrovement programs.  Plus best practice incentives.  This is a private event.</p>
<p>May 17, 2003 - Tennessee Society for Human Resource Management <a href="http://www.mtshrm.org/cde.cfm?event=400424" target="_self">Employee Benefits Conference</a> at the Nashville Airport Marriott.  I'll be speaking on WholeMind Engagement - The two ways our brains make decisions (Dual Process Theory) and how to leverage them for greater participation in HR programs.</p>
<p>June 26, 2013 - National Business Group on Health's <a href="https://www.businessgrouphealth.org/events/index.cfm" target="_self">National Employers' Health Benefits Communication Summit</a> in Washington, DC, where I'll present WholeMind Engagement along with advice for applying behavioral economics principles to engage employee's spouses in well-being improvement programs.</p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/VO-NccnEK7o" height="1" width="1" /></div></content>



  <feedburner:origLink>http://pyromarketing.typepad.com/my_weblog/2013/04/gregs-2013-speaking-schedule.html</feedburner:origLink></entry>
  <entry>
    <title>Everybody Else Read This Post.  Don’t Be The One Who Didn't.</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/qgsr8feckGA/everybody-else-read-this-post-dont-be-the-one-who-didnt.html" />
    <link rel="service.edit" type="application/x.atom+xml" href="http://www.typepad.com/t/atom/weblog/blog_id=254483/entry_id=6a00d83453633269e2017d42784a12970c" title="Everybody Else Read This Post.  Don’t Be The One Who Didn't." />
    <id>tag:typepad.com,2003:post-6a00d83453633269e2017d42784a12970c</id>
    <issued>2013-04-02T08:27:03-05:00</issued>
    <modified>2013-04-02T21:54:00Z</modified>
    <created>2013-04-02T13:27:03Z</created>
    <summary>If you’re reading this line, then the headline worked. It provided a social incentive to continue reading. More on social incentives later, but for now notice two things: First, that incentives work and second that if a headline can be...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p>If you’re reading this line, then the headline worked.  It provided a social incentive to continue reading.  More on social incentives later, but for now notice two things:  First, that incentives work and second that if a headline can be an incentive then, chances are, incentives are more than you realized. </p>
<p> 
What’s an Incentive?  Incentives are “anything that motivates or encourages us to do something.”  We often think of incentives as carrots and sticks (the expectation of a reward or the fear of punishment), and in some ways they are, but those carrots and sticks can take many forms—not just money and prizes—and can include a few things you probably didn’t expect.  Some examples include:
</p>
<p><strong>1.	Design Incentives</strong> – You can encourage people to make particular choices by the way you present their options.  In nations where people must “opt-in” to organ donation, participation rates average only 10%.  But, in nations where people must “opt-out” of organ donation, participation rates skyrocket to an average of 90%!
</p>
<p><strong>2.	Moral Incentives</strong> – Moral incentives work by convincing people that certain behaviors are right and others are wrong.  Generally we think recycling is right and littering is wrong and do one while avoiding the other.  
</p>
<p><strong>3.	Social Incentives</strong> – We like to fit in.  Social incentives are based on our desire to conform to what others are doing.  When a hotel posted signs indicating that 75% of hotel guests reuse their towels at least once during their stay, towel reuse increased by 26%.  When they changed to sign to read, “…75% of guests who stayed in this room…” towel reuse jumped to 33%!
</p>
<p><strong>4.	Financial Incentives</strong> – These are money and/or prizes.  They can work, but often aren’t necessary.  For example, a group of lawyers were offered $30 to draft wills for needy retirees and none accepted.  Because they were offered money, they thought in terms of market norms and judged the fee as insufficient compensation.  However, when asked to do it for FREE, the same lawyers agreed!  Since money wasn’t involved, the lawyers considered the request in terms of social norms and saw it as “the right thing to do.”
</p>
<p>Not only are financial incentives often not necessary, they can even backfire.  Once you begin paying people to do things they previously did because they were “right,” they will often stop doing them for moral reasons and require financial rewards instead.  Oops!
</p>
<p><span style="font-size: 12pt;"><strong>Applying Incentives</strong></span></p>
<p><span style="font-size: 12pt;"><strong /></span>Now that you know a bit more about incentives, let’s look at some guidelines for applying them.</p>
<p>1.	Only incentivize actions known to add value to the desired outcome.  If it doesn’t contribute to your goal, why encourage people to do it?
</p>
<p>2.	Make incentives proportional to the difficulty and importance of the desired action.   If the action is vital to the desired outcome and also difficult for the participant to complete then it deserves a stronger incentive.
</p>
<p>3.	Use the minimally effective incentive.  Never offer two carrots when one will do.
</p>
<p>4.	Apply incentives in a “Smart Sequence”:
</p>
<p style="padding-left: 30px;">a.	Design First - Build incentives into the products themselves using fluent design.
</p>
<p style="padding-left: 30px;">b.	Moral/Social Second - When Design Incentives are insufficient, apply social incentives.    Studies have shown social incentives to outperform financial incentives.
</p>
<p style="padding-left: 30px;">c.	Financial as a Last Resort - When design and social incentives are insufficient, consider financial incentives, but only as a last resort and within the framework of the behavioral principles that govern people’s response to them, including:
</p>
<p style="padding-left: 60px;">i.	Loss Aversion - People work harder to avoid losses than they will to acquire gains.  Therefore, framing incentives correctly (Do people earn points or for completing desired tasks or lose points for failing to complete them?) determines their impact.
</p>
<p style="padding-left: 60px;">ii.	Hyperbolic Discounting - People are addicted to now but discount things in the future.  So, a free lunch in the café today can be more influential than hundreds of dollars paid later.
</p>
<p style="padding-left: 60px;">iii.	Mental Accounting – People value money differently depending on the mental account into which they place it.  That means $5 in their pocket may be a stronger incentive than $50 in their savings account because people perceive the $5 as theirs to spend.</p>
<p style="padding-left: 60px;">Incentives can take many forms and are influenced by some crazy quirks of human behavior.  But, by applying them correctly, they can help you achieve your goals.  </p>
<p style="padding-left: 60px;">Spread the fire. GS</p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/qgsr8feckGA" height="1" width="1" /></div></content>



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  <entry>
    <title>I'll Know It When I See It, or...Why You Can't Research Consumer Preferences</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/IPZ6TfDuypg/ill-know-it-when-i-see-it-orwhy-you-cant-research-consumer-preferences.html" />
    <link rel="service.edit" type="application/x.atom+xml" href="http://www.typepad.com/t/atom/weblog/blog_id=254483/entry_id=6a00d83453633269e2017d422c0782970c" title="I'll Know It When I See It, or...Why You Can't Research Consumer Preferences" />
    <id>tag:typepad.com,2003:post-6a00d83453633269e2017d422c0782970c</id>
    <issued>2013-03-26T10:25:00-05:00</issued>
    <modified>2013-03-26T15:25:00Z</modified>
    <created>2013-03-26T15:25:00Z</created>
    <summary>Researching consumer preferences might be a complete waste. Most consumer research assumes that people have a stable set of preferences that govern their choices and that these can be discovered through surveys and focus groups. But, there is growing evidence...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p style="text-align: center;">
<a class="asset-img-link" href="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017c37fcb4d1970b-popup" onclick="window.open( this.href, '_blank', 'width=640,height=480,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0' ); return false" style="display: inline;"><img alt="Choices" class="asset  asset-image at-xid-6a00d83453633269e2017c37fcb4d1970b" src="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017c37fcb4d1970b-320wi" title="Choices" /></a><br /><br /></p>
<p>Researching consumer preferences might be a complete waste.  Most consumer research assumes that people have a stable set of preferences that govern their choices and that these can be discovered through surveys and focus groups.  But, there is growing evidence that people don't already know what they want.  Rather, they construct their preferences at the moment they choose in light of available options and other contextual cues.  </p>
<p>What's more, the option people select can be influenced by introducing options that should be <em>irrelevant</em> like, for example, by adding an option that isn't even available (One that is "sold out").  This suggests that carefully constructing selection sets (the options from which people choose and the way they are presented) is more important to guiding people's eventual choices than researching consumer preferences ahead of time.  </p>
<p>Here are some papers to read if you're interested in learning more.  Spread the fire.  GS</p>
<ol>
<li><a href="http://csr631.wikispaces.com/file/view/14_Constructive_Consumer_Choice_Processes.pdf" target="_self">Constructive Consumer Choice Processes</a></li>
<li><a href="http://www.anderson.ucla.edu/faculty/shlomo.benartzi/autonomy.pdf" target="_self">How Much Is Investor Autonomy Worth?</a></li>
<li><a href="http://rady.ucsd.edu/faculty/directory/wendy-liu/pub/docs/choice-marketing-letters-2005.pdf" target="_self">A New Look At Constructed Choices Processes</a></li>
</ol>
<p> </p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/IPZ6TfDuypg" height="1" width="1" /></div></content>



  <feedburner:origLink>http://pyromarketing.typepad.com/my_weblog/2013/03/ill-know-it-when-i-see-it-orwhy-you-cant-research-consumer-preferences.html</feedburner:origLink></entry>
  <entry>
    <title>Principles of Persuasion Recommended Reading List</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/skLLAjDD5Ws/principles-of-persuasion-recommended-reading-list.html" />
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    <id>tag:typepad.com,2003:post-6a00d83453633269e2017c37f630b7970b</id>
    <issued>2013-03-25T09:30:00-05:00</issued>
    <modified>2013-03-25T14:30:00Z</modified>
    <created>2013-03-25T14:30:00Z</created>
    <summary>Following the Principles of Persuasion Workshop, Dr. Robert Cialdini's team provided a recommended reading list for people interested in learning more about the psychology of persuasion. Though PyroMarketing is conspicuously absent, I thought I'd pass their list along anyway. :)...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p><span style="font-size: 11pt;">Following the Principles of Persuasion Workshop, Dr. Robert Cialdini's team provided a recommended reading list for people interested in learning more about the psychology of persuasion.  Though<a href="http://www.amazon.com/PyroMarketing-Four-Step-Strategy-Customer-Evangelists/dp/B00381B7AU/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363816078&amp;sr=1-1&amp;keywords=pyromarketing" target="_self"> PyroMarketing</a> is conspicuously absent, I thought I'd pass their list along anyway.  :)</span></p>
<p><span style="font-size: 11pt;">Books from the list that I've already read and recommend are in blue.</span></p>
<pre><span style="font-size: 11pt;">1.	<a href="http://www.amazon.com/Enchantment-Changing-Hearts-Minds-Actions/dp/1591845831/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363815355&amp;sr=1-1&amp;keywords=enchantment" target="_self">Enchantment</a>:  Guy Kawasaki.  Portfolio, 2011</span><br /><span style="font-size: 11pt;">2.	<span style="color: #0060bf;"><a href="http://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/1400064287/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363815400&amp;sr=1-1&amp;keywords=made+to+stick" target="_self">Made to Stick</a>.  Chip and Dan Heath.  Random House, 2007.</span></span><br /><span style="font-size: 11pt;">3.	<a href="http://www.amazon.com/Switch-Change-Things-When-Hard/dp/0385528752/ref=sr_1_2?s=books&amp;ie=UTF8&amp;qid=1363815400&amp;sr=1-2&amp;keywords=made+to+stick" target="_self">Switch</a>. Chip and Dan Heath.  Broadway Books, 2010.</span><br /><span style="font-size: 11pt;">4.	<a href="http://www.amazon.com/Art-Choosing-Sheena-Iyengar/dp/B0085RZDMK/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363815448&amp;sr=1-1&amp;keywords=the+art+of+choosing" target="_self">The Art of Choosing</a>. Sheena Iyengar.  Twelve Books, 2010.</span><br /><span style="font-size: 11pt;">5.	<a href="http://www.amazon.com/Power-Some-People-Have-Others/dp/0061789089/ref=sr_1_3?s=books&amp;ie=UTF8&amp;qid=1363815539&amp;sr=1-3&amp;keywords=power" target="_self">Power</a>. Jeffrey Pfeffer.  Harper Business, 2010.</span><br /><span style="font-size: 11pt;">6.	<span style="color: #0060bf;"><a href="http://www.amazon.com/Nudge-Improving-Decisions-Health-Happiness/dp/014311526X/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363815567&amp;sr=1-1&amp;keywords=nudge" target="_self">Nudge</a>. Richard Thaler and Cass Sunstein (Revised edition).  Penguin. 2009. </span></span><br /><span style="font-size: 11pt;">7.	<a href="http://www.amazon.com/Man-Who-Lied-His-Laptop/dp/1617230049/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363815594&amp;sr=1-1&amp;keywords=the+man+who+lied+to+his+laptop" target="_self">The Man Who Lied to His Laptop</a>. Clifford Nass.  Portfolio, 2010.</span><br /><span style="font-size: 11pt;">8.	<span style="color: #0060bf;"><a href="http://www.amazon.com/Predictably-Irrational-Revised-Expanded-Edition/dp/0061353248/ref=sr_1_1?ie=UTF8&amp;qid=1363815624&amp;sr=8-1&amp;keywords=predictably+irrational" target="_self">Predictably Irrational</a>. (Revised edition). Dan Ariely.  Harper Perennial. 2010.</span></span><br /><span style="font-size: 11pt;">9.	<a href="http://www.amazon.com/Redirect-Surprising-Science-Psychological-Change/dp/0316051888/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363815646&amp;sr=1-1&amp;keywords=redirect" target="_self">Redirect</a>. Timothy D. Wilson.  Little  Brown, and Company, 2011.</span><br /><span style="font-size: 11pt;">10.	<span style="color: #0060bf;"><a href="http://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555/ref=sr_1_1?ie=UTF8&amp;qid=1363815692&amp;sr=8-1&amp;keywords=thinking+fast+and+slow" target="_self">Thinking, Fast and Slow</a>. Daniel Kahneman.  Farrar, Straus, &amp; Giroux, 2011.</span></span><br /><span style="font-size: 11pt;">11.	<a href="http://www.amazon.com/Brain-Bugs-Brains-Flaws-Shape/dp/0393342220/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363815718&amp;sr=1-1&amp;keywords=brain+bugs" target="_self">Brain Bugs</a>. Dean Buonomano.  Norton, 2011.</span><br /><span style="font-size: 11pt;">12.	<a href="http://www.amazon.com/Sex-Murder-Meaning-Life-Revolutionizing/dp/B006J3VQKA/ref=sr_1_1?s=books&amp;ie=UTF8&amp;qid=1363815750&amp;sr=1-1&amp;keywords=sex%2C+murder+and+the+meaning+of+life" target="_self">Sex, Murder, and the Meaning of Life</a>. Douglas Kenrick.  Basic Books, 2011.</span><br /><span style="font-size: 11pt;">13.	<a href="http://www.amazon.com/Focus-Different-Seeing-Success-Influence/dp/1594631026/ref=sr_1_2?s=books&amp;ie=UTF8&amp;qid=1363815804&amp;sr=1-2&amp;keywords=focus" target="_self">Focus</a>. Heidi Grant Halverson and E. Tory Higgins.  Penguin, 2012</span><br /><span style="font-size: 11pt;">14.	<a href="http://www.amazon.com/DO-NOTHING-ebook/dp/B0084UB8M2/ref=sr_1_2?s=books&amp;ie=UTF8&amp;qid=1363815901&amp;sr=1-2&amp;keywords=do+nothing" target="_self">Do Nothing!</a>  J. Keith Murnighan.  Portfolio/Penguin, 2012</span></pre>
<pre><span style="font-size: 15px;"><br /></span></pre>
<pre><span style="font-size: 15px;">If you've read any of them already, please leave a quick review in the comments.  Spread the fire. GS<br /></span><br /><br /></pre>
<p> </p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/skLLAjDD5Ws" height="1" width="1" /></div></content>



  <feedburner:origLink>http://pyromarketing.typepad.com/my_weblog/2013/03/principles-of-persuasion-recommended-reading-list.html</feedburner:origLink></entry>
  <entry>
    <title>Principles of Persuasion</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/Z9hdlwdb5Eg/principles-of-persuasion.html" />
    <link rel="service.edit" type="application/x.atom+xml" href="http://www.typepad.com/t/atom/weblog/blog_id=254483/entry_id=6a00d83453633269e2017ee9992786970d" title="Principles of Persuasion" />
    <id>tag:typepad.com,2003:post-6a00d83453633269e2017ee9992786970d</id>
    <issued>2013-03-21T09:17:00-05:00</issued>
    <modified>2013-03-21T14:17:00Z</modified>
    <created>2013-03-21T14:17:00Z</created>
    <summary>On March 7 &amp; 8 I realized a dream. I attended the two-day Principles of Persuasion Workshop with Dr. Robert Cialdini and Dr. Greg Neidert. It was two days of heaven for a behavioral economics nerd like me. The workshop...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p>On March 7 &amp; 8 I realized a dream.  I attended the two-day Principles of Persuasion Workshop with Dr. Robert Cialdini and Dr. Greg Neidert.  It was two days of heaven for a behavioral economics nerd like me.  The workshop covered the six principles of ethical influence identified by Dr. Cialdini in his classic book, Influence: The Psychology of Persuasion.
<div class="photo-wrap photo-xid-6a00d83453633269e2017c37f61364970b" id="photo-xid-6a00d83453633269e2017c37f61364970b" style="float: right; margin: 0px 5px 5px 0px; width: 320px;"><a class="asset-img-link" href="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017c37f61364970b-popup" onclick="window.open( this.href, '_blank', 'width=640,height=480,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0' ); return false"><img alt="Photo" class="asset  asset-image at-xid-6a00d83453633269e2017c37f61364970b" src="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017c37f61364970b-320wi" title="Photo" /></a>
<div class="photo-caption caption-xid-6a00d83453633269e2017c37f61364970b" id="caption-xid-6a00d83453633269e2017c37f61364970b">Dr. Robert Cialdini and Greg Stielstra</div>
</div>
</p>
<p><strong><span style="font-size: 12pt;">Principles of Persuasion</span></strong></p>
<ol>
<li><strong>Reciprocity</strong>: People feel obligated to give back to you when you have given to them first.</li>
<li><strong>Liking</strong>: OThers say yes to us more when they know we genuinely like them.</li>
<li><strong>Consensus/Social Proof</strong>: People look to what others are doing to decide what they should do - especially when they are uncertain and when the others are "like them."</li>
<li><strong>Authority</strong>: People look to credible experts and unviased sources of information to decide what they should do.</li>
<li><strong>Consistency</strong>: Individuals want to look consistent.  Once a person takes a stand, they behave in ways true to that position.</li>
<li><strong>Scarcity</strong>: Things appear more valuable when they are less available.</li>
</ol>
<p>It was excellent content, well-presented and I highly recommend it to anyone interested in improving their ability to understand people better and influence them more effectively.  You can learn more at the <a href="http://www.influenceatwork.com/" target="_self">Influence At Work website</a>.</p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/Z9hdlwdb5Eg" height="1" width="1" /></div></content>



  <feedburner:origLink>http://pyromarketing.typepad.com/my_weblog/2013/03/principles-of-persuasion.html</feedburner:origLink></entry>
  <entry>
    <title>Watch Engaging For Keeps - Webinar from MIT Age Lab</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/1ebYWljKxME/watch-engaging-for-keeps-webinar-from-mit-age-lab.html" />
    <link rel="service.edit" type="application/x.atom+xml" href="http://www.typepad.com/t/atom/weblog/blog_id=254483/entry_id=6a00d83453633269e2017d42250d3e970c" title="Watch Engaging For Keeps - Webinar from MIT Age Lab" />
    <id>tag:typepad.com,2003:post-6a00d83453633269e2017d42250d3e970c</id>
    <issued>2013-03-20T15:48:35-05:00</issued>
    <modified>2013-03-20T20:49:46Z</modified>
    <created>2013-03-20T20:48:35Z</created>
    <summary>Last Wednesday Dr. Joseph Coughlin of the MIT Age Lab, Chris Cartter of MeYou Health and I shared insights on "Engaging For Keeps" during a 1-hour webinar from MIT. I spoke about the two ways all people think and decide...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><a class="asset-img-link" href="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017c37f5c102970b-popup" onclick="window.open( this.href, '_blank', 'width=640,height=480,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0' ); return false" style="display: inline;"><img alt="Engaging for Keeps" class="asset  asset-image at-xid-6a00d83453633269e2017c37f5c102970b" src="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017c37f5c102970b-320wi" title="Engaging for Keeps" /></a><br />
<div>Last Wednesday <a href="http://agelab.mit.edu/director-joseph-f-coughlin" target="_self">Dr. Joseph Coughlin</a> of the <a href="http://agelab.mit.edu/" target="_self">MIT Age Lab</a>, <a href="http://meyouhealth.com/chris-cartter" target="_self">Chris Cartte</a>r of <a href="http://meyouhealth.com/" target="_self">MeYou Health</a> and I shared insights on "Engaging For Keeps" during a 1-hour webinar from MIT.  I spoke about the two ways all people think and decide (Dual Process Theory) and the need for a successful engagement strategies to accommodate them both.  Dr. Coughlin shared valuable insights he and his team have uncovered through their work at the MIT Age Lab and Chris Cartter talked about leveraging gamification in an online environment.</div>
<div>I think it's an interesting 60 minutes and you can <a href="https://healthways.webex.com/ec0605ld/eventcenter/recording/recordAction.do?theAction=poprecord&amp;AT=pb&amp;AT=pb&amp;AT=pb&amp;AT=pb&amp;AT=pb&amp;AT=pb&amp;isurlact=true&amp;isurlact=true&amp;isurlact=true&amp;isurlact=true&amp;renewticket=0&amp;renewticket=0&amp;renewticket=0&amp;renewticket=0&amp;recordID=73933357&amp;apiname=lsr.php&amp;apiname=lsr.php&amp;apiname=lsr.php&amp;apiname=lsr.php&amp;apiname=lsr.php&amp;rKey=61502c794d47fadf&amp;rKey=61502c794d47fadf&amp;rKey=61502c794d47fadf&amp;rKey=61502c794d47fadf&amp;rKey=61502c794d47fadf&amp;rKey=61502c794d47fadf&amp;needFilter=false&amp;needFilter=false&amp;needFilter=false&amp;needFilter=false&amp;needFilter=false&amp;format=short&amp;format=short&amp;&amp;SP=EC&amp;SP=EC&amp;SP=EC&amp;SP=EC&amp;SP=EC&amp;SP=EC&amp;rID=73933357&amp;rID=73933357&amp;rID=73933357&amp;rID=73933357&amp;rID=73933357&amp;rID=73933357&amp;siteurl=healthways&amp;actappname=ec0605ld&amp;actappname=ec0605ld&amp;actname=%2Feventcenter%2Fframe%2Fg.do&amp;actname=%2Feventcenter%2Fframe%2Fg.do&amp;rnd=2605240137&amp;rnd=2605240137&amp;rnd=2605240137&amp;rnd=2605240137&amp;rnd=2605240137&amp;entappname=url0107ld&amp;entappname=url0107ld&amp;entappname=url0107ld&amp;entappname=url0107ld&amp;entactname=%2FnbrRecordingURL.do&amp;entactname=%2FnbrRecordingURL.do&amp;entactname=%2FnbrRecordingURL.do&amp;entactname=%2FnbrRecordingURL.do" target="_self">watch the recorded version online</a>.  Click the "Playback button," and then fill out the online form to gain access to the content.  Spread the fire.  GS</div><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/1ebYWljKxME" height="1" width="1" /></div></content>



  <feedburner:origLink>http://pyromarketing.typepad.com/my_weblog/2013/03/watch-engaging-for-keeps-webinar-from-mit-age-lab.html</feedburner:origLink></entry>
  <entry>
    <title>How Wealth Redistribution Destroys Personal Freedom</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/JSOq_ujjYB8/how-wealth-redistribution-destroys-personal-freedom.html" />
    <link rel="service.edit" type="application/x.atom+xml" href="http://www.typepad.com/t/atom/weblog/blog_id=254483/entry_id=6a00d83453633269e2014e8bdb7669970d" title="How Wealth Redistribution Destroys Personal Freedom" />
    <id>tag:typepad.com,2003:post-6a00d83453633269e2014e8bdb7669970d</id>
    <issued>2013-03-14T17:40:16-05:00</issued>
    <modified>2013-03-14T22:40:16Z</modified>
    <created>2013-03-14T22:40:16Z</created>
    <summary>Personal freedom and the equal distribution of wealth are mutually exclusive when imposed by the state. You can have one or the other, but you cannot have both. The two can only coexist through the voluntary generosity of individuals. Let...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p>Personal freedom and the equal distribution of wealth are mutually exclusive when imposed by the state.  You can have one or the other, but you cannot have both. The two can only coexist through the voluntary generosity of individuals.  Let me explain.</p>
<p>No two people are exactly alike.  We each have a unique genetic code and vastly differing life experiences.  Those factors lead us to have different preferences.  We prefer different styles of clothing, genres of music and flavors of ice cream.  I hate mushrooms.  You may love them.</p>
<p>As we act on our varying preferences, some products naturally sell more than others, causing the manufacturer of those goods to earn more than the maker of goods people prefer less. In a sort-of natural selection of the marketplace, a strong preference for a product causes its maker to thrive while an insufficient preference for another product forces its maker to adapt or go out of business.</p>
<p>The freedom to act on our personal preferences, therefore, naturally leads to unequal outcomes.</p>
<p><strong>Eenie, Meenie, Miney, No </strong></p>
<p>You could try to prevent unequal outcomes by eliminating choice.  In theory, if only one version of any item exists, then its maker would receive all income from its sales. </p>
<p>But that won't produce equal outcomes either because people buy different products at different rates. You probably consume more milk than tomato juice and more gasoline than 8-track tapes.</p>
<p>In the end, the only way to prevent some companies (and thus, some people) from making more money than others is to <span style="text-decoration: underline;">restrict what everyone is allowed to buy</span>. By requiring people to buy the same quantity of the same items--by eliminating their freedom to of choice--you could move closer to equal distribution of the resulting wealth.  </p>
<p>However, history has shown that under such conditions a black market will quickly develop so that people can exercise their freedom by acquiring those items they prefer--restoring a measure of personal freedom while unbalancing outcomes as a result.</p>
<p><strong>Robin Hoodwinked</strong></p>
<p>If you acknowledge that you cannot achieve equal outcomes by restricting choice, then you may try to redistribute wealth <em>after </em>people have earned it.  But, in the end, this approach also stifles everyone's freedom.</p>
<p>If you take earnings from successful businesses and give it to those whose products people prefer less, then you eliminate the incentive that caused the leading company to succeed.  Zappos would no longer provide superior customer service because doing so would no longer yield superior results.  Apple would stop innovating--a costly and risky activity--since no benefit for its innovation would acrue. </p>
<p>This would create a race to the bottom as each company stopped trying to add value and shifted to eliminating costs in a desperate attempt to preserve profit margins.  Eventually, a marketplace devoid of competitive advantage would produce monopolies making a single, inferior product at an inflated price. (Welcome to the former Soviet Union)</p>
<p>Once again, the consumer would be left without choice and thus be deprived of the freedom to act on their preferences.</p>
<p>Ironically, many of the same people who want us to "celebrate our differences," propose marketplace restrictions or progressive tax schemes that try to diminish or eliminate those differences entirely.  Shouldn't celebrating our individual differences extend to celebrating the uneven business success they create? </p>
<h3><strong>Multiply. Don't Divide.<br /></strong></h3>
<p>We should not be asking how to redistribute wealth at all.  It's the wrong question entirely and is born of a wrong premise:the notion that wealth is finite and that if one person has it another is deprived.</p>
<p>Rather than redistributing wealth, we should be teaching people how to create it. Those factors that lead to wealth and success, things like knowledge, self-discipline, hard work, ambition, cooperation, partnership, imagination, innovation, are "non-rival."  In other words, their consumption by one individual does not prevent their consumption by another. There is, therefore, an unlimited supply of the things that produce wealth. One person's hard work does not prevent another from also working hard.  Therefore, one person's wealth cannot be the cause of someone else's poverty because the personal characteristics that lead to wealth are in limitless supply and available to all.</p>
<p>Consider Ben Carson.  Ben Carson is the Director of Piediatric Neurosurgery at Johns Hopkins Hospital, a graduate of Yale and the University of Michigan Medical School and world reknowned for separating conjoined twins. But, most people would think his childhood circumstances would preclude such accomplishments.</p>
<p>Ben and his brother were raised by his single mother, Sonya, in inner-city Detroit.  Sonja cleaned homes to make ends meet and noticed that her well-to-do clients didn't watch much TV, but read books instead.  She also noticed that friends and neighbors who on welfare, never left it.  </p>
<p>She wanted a better life for her boys and began reducing their TV viewing while requiring them to read at least two books each week from the library and write reports on them.  Ben didn't know his mother was illiterate, dutifully wrote the reports and his life began to change.  As he read, the world began to make more sense.  The frustrations that triggered his anger disappeared and were replaced by the desire to learn and do more.  You can read his amazing story in the book <a href="http://www.amazon.com/Gifted-Hands-Ben-Carson-Story/dp/0310214696" target="_self" title="Gifted Hands">Gifted Hands</a>. </p>
<p> </p>
<h3><strong>Equal Distribution of Misery or the Unequal Distribution of Success?</strong></h3>
<p>What does it matter if the gap between my wealth and Bill Gates' wealth continues to grow?  If Gates adds another billion, I won't know or feel it.  If the gap narrows because Gates loses some of his wealth, I won;t be any better off.</p>
<p>nstead, <em>we should be concerned with people's objective well-being</em>. Does everyone have the essentials? Is the condition of the poorest American improving?  That is an approach that solves the problem of poverty while preserving our personal freedoms and that seems more appropriate for the land of the free and the home of the brave.  Spread the fire. GS</p>
<p> </p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/JSOq_ujjYB8" height="1" width="1" /></div></content>



  <feedburner:origLink>http://pyromarketing.typepad.com/my_weblog/2013/03/how-wealth-redistribution-destroys-personal-freedom.html</feedburner:origLink></entry>
  <entry>
    <title>Don't Miss Out: How Google Chrome Leverages Loss Aversion</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/SUVmrC-HSHg/dont-miss-out-how-google-chrome-leverages-loss-aversion.html" />
    <link rel="service.edit" type="application/x.atom+xml" href="http://www.typepad.com/t/atom/weblog/blog_id=254483/entry_id=6a00d83453633269e2017d3c37d64d970c" title="Don't Miss Out: How Google Chrome Leverages Loss Aversion" />
    <id>tag:typepad.com,2003:post-6a00d83453633269e2017d3c37d64d970c</id>
    <issued>2012-09-21T13:54:26-05:00</issued>
    <modified>2012-09-21T18:54:26Z</modified>
    <created>2012-09-21T18:54:26Z</created>
    <summary>People feel the pain of a loss twice as much as they enjoy the benefit of an equivalent gain. It's called loss aversion and it's one of the well-known psychological distortions that comprise behavioral economics. It's well-established by science and,...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p>People feel the pain of a loss twice as much as they enjoy the benefit of an equivalent gain.  It's called <a href="http://en.wikipedia.org/wiki/Loss_aversion" target="_self">loss aversion</a> and it's one of the well-known psychological distortions that comprise <a href="http://en.wikipedia.org/wiki/Behavioral_economics" target="_self">behavioral economics</a>.  It's well-established by science and, in particular <a href="http://www.princeton.edu/~kahneman/" target="_self">Daniel Kahneman</a> and <a href="http://en.wikipedia.org/wiki/Amos_Tversky" target="_self">Amos Tversky</a> who won a Nobel Prize for their work on <a href="http://www.princeton.edu/~kahneman/docs/Publications/prospect_theory.pdf" target="_self">Prospect Theory</a>.</p>
<p>It turns out that losses and gains are not absolute, but depend on our perception instead.  This means we can influence whether people perceive things as a gain or a loss by carefully controlling the way we phrase things.  If your gas station, for example, offers a discount for paying cash, then you'll view that as a gain.  If they charge a premium for paying by credit, you'll view that as a loss--even if the prices for cash or credit are the same!  </p>
<p>Google Chrome leverages loss aversion to encourage people to sign in to the browser with a small message that says, "Not signed in to Chrome (You're missing out--sign in).  Notice they don't say something like, "Sign in to Chrome to enjoy all of its features."  That would position signing in as a gain and people would find it less compelling.</p>
<p>If you're not currently employing behavioral economics principles in your marketing, you're missing out.  Spread the fire.  GS</p>
<p>
<a class="asset-img-link" href="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017ee3ad773e970d-popup" onclick="window.open( this.href, '_blank', 'width=640,height=480,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0' ); return false" style="display: inline;"><img alt="Chome loss aversion" class="asset  asset-image at-xid-6a00d83453633269e2017ee3ad773e970d" src="http://pyromarketing.typepad.com/.a/6a00d83453633269e2017ee3ad773e970d-320wi" title="Chome loss aversion" /></a><br /><br /></p>
<p> </p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/SUVmrC-HSHg" height="1" width="1" /></div></content>



  <feedburner:origLink>http://pyromarketing.typepad.com/my_weblog/2012/09/dont-miss-out-how-google-chrome-leverages-loss-aversion.html</feedburner:origLink></entry>
  <entry>
    <title>My Neighbor Made Me Do It: Personal Influence and Behavior Change</title>
    <link rel="alternate" type="text/html" href="http://feedproxy.google.com/~r/Pyromarketing/~3/33CWS20ZPZY/my-neighbor-made-me-do-it-personal-influence-and-behavior-change.html" />
    <link rel="service.edit" type="application/x.atom+xml" href="http://www.typepad.com/t/atom/weblog/blog_id=254483/entry_id=6a00d83453633269e201543258b55d970c" title="My Neighbor Made Me Do It: Personal Influence and Behavior Change" />
    <id>tag:typepad.com,2003:post-6a00d83453633269e201543258b55d970c</id>
    <issued>2011-05-16T14:48:27-05:00</issued>
    <modified>2011-05-16T19:48:27Z</modified>
    <created>2011-05-16T19:48:27Z</created>
    <summary>Almost all modern attempts to influence human behavior—to buy a product, vote for a candidate or embrace a social program—are predicated on assumptions that no longer hold. The digital revolution has enabled latent human inclinations and changed the shape of...</summary>
    <author>
      <name>Greg Stielstra</name>
    </author>

    <content type="application/xhtml+xml" xml:lang="en-US" xml:base="http://pyromarketing.typepad.com/my_weblog/"><div xmlns="http://www.w3.org/1999/xhtml"><p>Almost all modern attempts to influence human behavior—to buy a product,  vote for a candidate or embrace a social program—are predicated on  assumptions that no longer hold. The digital revolution has enabled  latent human inclinations and changed the shape of social connection;  transforming the way information, ideas and trends spread. Discover the  new paradigm and why, if you want to influence culture, you must begin  by influencing your neighbor.</p>
<p>That's the message of the talk I gave on April 9, 2011 at TEDx Nashville.  Here's the video.</p>
<p><iframe frameborder="0" height="390" src="http://www.youtube.com/embed/NbwrF7kz2jY" width="640" /></p>
<p> </p><xhtml:img xmlns:xhtml="http://www.w3.org/1999/xhtml" src="http://feeds.feedburner.com/~r/Pyromarketing/~4/33CWS20ZPZY" height="1" width="1" /></div></content>



  <feedburner:origLink>http://pyromarketing.typepad.com/my_weblog/2011/05/my-neighbor-made-me-do-it-personal-influence-and-behavior-change.html</feedburner:origLink></entry>

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