We have a credo at Simpatico, ‘assumption is the mother of all cock-ups’ and it applies to our industry more than most. It’s always amazing to me that as a reasonably well-evolved species, humans still have great difficultly communicating with each other.
We can all sit through the same meeting, listen to the same words and subsequently walk away with different views on what was said or meant. Rather than seek clarity because we think it’ll make us look stupid, we act stupid by making assumptions about what took place.
And there we go, blithely down the paths of unrighteousness until inevitably the crap hits the fan. Assumptions cost time, money, effort and in the worst cases, relationships.
Being in the communications business I’m hyper- vigilant to the assumption trap and have installed at Simpatico all the processes and disciplines we can to avoid it like the plague. Not only do we need to be certain that we understand each other and our clients but also and most importantly, we need to understand the consumers we’re paid to connect with.
Being the emotionally driven animals we are our egos tend to take over – “I know what people think and they’ll love this idea”. But hang on, you’re a 28 year old designer and the consumer is a 54 year old grandmother – how do you know what she thinks and feels and how she might respond to your design idea. It’s not art that we’re dealing with here but it’s not rocket science either. Communication, whether it’s a business meeting or advertising to the masses should never be made of assumption .
If there’s doubt about how people will respond and feel, why wouldn’t you talk with them first? There’s a skill though in interpreting what people tell you and that lies in understanding what the right questions are and how to go about asking them.
On a monthly basis beginning in January, Simpatico will be running our own formal buyer behaviour research groups asking a changing panel about various topics suggested by our clients and readers of this blog. If you’ve got any burning questions you’d like to have answered then we invite you to get in touch and we’ll get your conversation into the mix.
How much wood would a wood chuck chuck if a wood chuck could chuck wood?
Good job typing that correctly. 5 stars for effort!
When does Quality surpass price expectation with food?
1. Value?
2. Brand?
3. Expectation?
4. Functionality?
Hi Karel. We’ll be sitting down with our first Buyer Behaviour Group of 2012 at the end of Jan so will get back to you re how we can incorporate this into the general conversation. Good question thank you.