There is a classical fable by Aesop about a fox that wanted to eat some grapes. Looking up at the tree, the fox tried and tried and could not access the clusters of sweet fruit. After a while, the fox concluded that the grapes were not ripe, thus sour, and not even worth pursuing.
The fox reduced its dissonance (frustration) by criticizing the fruit; making excuses that they weren’t delicious anyway.
This phenomenon is parallel to smokers who know that smoking is bad, but continue the act. To reduce the dissonance (internal conflict), they make excuses that lung cancer only occurs to those who smoke heavily or that if smoking doesn’t kill them, something else will.
Cognitive Dissonance
Cognitive dissonance is a term modern psychology has coined that references the conflicting internal views we have about frustrating situations. To reduce dissonance or unhappiness, we tend to make excuses, so that we can move on.
I bring this up because I had some friends who were convinced that Facebook promotions or magazine advertisements do not work.
Playing the Devil’s advocate, I questioned whether it was the platform that did not work or the advertisement created by the user that did not work.
It is very easy (and quick) to point the finger. This process becomes a convenient remedy for the things that do not [or do] work out in our lives.
My point is to intentionally seek cognitive dissonance! I challenge you to prove yourself wrong, even if you were right.
For example, I once launched a successful campaign for a client. A few months later, I looked back and wondered whether it could have been done better. Despite its “success,” was this possibly only a fraction of its potential?
If you do not challenge yourself, you will potentially fall into a pit of complacency. That is the first step to any company’s demise.
Blockbuster continued late fee penalties and dismissed online streaming, so Netflix capitalized that market.
Borders outsourced to Amazon.com, so Amazon now holds the golden key to online retail and book purchases.
All in all, be courageous in finding fault in yourself. We hate to see it, but remember that we can learn from mistakes.
Cheers from Amsterdam,
Lawrence Chan
P.S. Next stop, Belgium! Julie will indulge in chocolates, while I drink myself silly with Belgium classics.
P.P.S. Personally, I have always had a bad experience with lamb. Too gamy. Taking my own advice, I gave Ad Hoc (a Thomas Keller restaurant in Napa Valley) a chance to prove myself wrong. In the end, it was the most delectable entree I had that entire evening. Seek dissonance!
Thanks Lawrence for your wisdom and insight, always a delight to read and ponder! Cheers with Belgium beer and chocolate! : )…
Thanks, Allyson! Happy to hear that you find my posts worth ruminating on. Cheers!
This is great advice! We have had great success with facebook promotions. When others were complaining about the new format, we embraced it. We have found that promotions work for us better than any ad purchased on facebook because the content is seen in the news feed and with the larger photo you can grab the attention of facebook users where ads are over looked by most.
See you at WPPI in a few weeks!
Have a great time in Belgium and have some chocolate for us!!
See you soon, Teri! WPPI will be fun!
Hummmm … what a great post …. (and even spicy lamb …. lol) …. to see who the “handsome” that gets at least 5 dissonances ….. :( I’m sure that deep …. (very deep down … haha) ….. we all know our dissonance to see if we recognize it!.
pd. I’m sure you have more than 5!! . We could make a post with the main dissonance as photographers …. do you think? would be great. Hugs! Save!!, Sincerely, Jose Luis LLuelma.
There are many perspectives. Just got to be rational (if even possible).
Love this one, Lawrence! We also witness cognitive dissonance with cheap brides in the Caribbean, who receive their cliche, over-processed wedding pictures from resort photographers and still give them excellent reviews… No one likes to admit they’ve made a bad choice! :))
It’s only natural to be committed to one’s preaching. If they change their minds, then they’ll look confused / two-faced. Weird how humans work.
Thanks you for the “eye opener” I’m very guilty of falling into the pit of complacency… Now, time to shake that bad mojo off, get off the “comfort zone” and face the challenge… Truly the only way to succeed.
Just so you’re aware, and it’s probably not as good as the restaurant you went to, but the New Zealand Rack of Lamb at Outback Steakhouse is pretty darn good as well.
I’ll keep that in mind, Ling!