Author: adam

The problem with Customer Advocacy: it addresses neither!

I used to think that the best way to get your customers talking about how great you are was to be, well, great! – give your customers something to talk about.  Be great is the sense of having a product that customers really value. This seems self-evident doesn’t it? The problem with this thought is that it is still framed in terms of the brand or product. It *sounds* like being customer focused, but is actually still product focused.  Your customer is the recipient of value, and the product solves the problem. Customers don’t really think of it this way. The company...

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The Dunning–Kruger Effect – Who knew?

I was introduced to the “Dunning-Kruger Effect” last night whilst listening to my first edition of a podcast called “This American Life”, as I listened to the story on the way to pick up my son from soccer training. This episode consisted of three separate stories supporting the notion of “The Defence of Ignorance” – the state in which we deliberately or unconcsiously act as if we are not aware of some information about our context. It’s kind of amusing to me that this observation was unknown to me, given that I see its effects so frequently.  But, now that I have a handle for it, I can explore it in more detail. Just to recap, the Dunning-Kruger Effect is: “a cognitive bias in which relatively unskilled persons suffer illusory superiority, mistakenly assessing their ability to be much higher than it really is.” – Wikipedia The simplest scenario is the basic experimentation that Dunning and Kruger performed on a range of students at Cornell University.  In this simple experiment, each participant is given a test on some generic subject, such as logical reasoning or grammar.  As each test subject finished,  they were also asked to rate their performance in percentile terms in relation to all the other participants in the test.  E.g. a ’65’ answer indicates that the subject thinks that their score will beat 65% of all those...

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