These Graphs Show Universal Truths

I have written previously on information design and how by representing information in a graphical way, it is easier to understand. I believe that I have come across a couple of universal truths over the past couple of weeks. Instead of sharing them with you in a long-winded article, I thought that it would serve you (the audience) better if I put the lessons in a graphical context.

Props to Dan, who showed me the Venn diagram.

- Christian

Behaviour Modification 101

*Nerdy article alert!

In Tuesday’s article, I wrote about how people like surprises. But why? And how does that affect how my behaviour? Luckily, behavioural psychology has some answers. Humans respond to rewards. I mean, I like getting stuff when I do things well. Especially if that stuff is a free beer. Once again, I digress. Back to the topic … there are three main patterns for how you can reward people:

Constant Reinforcement
This is the simplest kind of reinforcement. Every time someone does something that you like, you give them a treat. You won a pitch? You take the team out for dinner and drinks. Easy and effective, and people learn their tasks quickly.

Unfortunately, this schedule is much more costly than any of the other methods and you run the risk of satiating your subjects (meaning they’ll be full and won’t pull your lever anymore, because they’re not hungry). In addition, heightened expectations for the rewards can result, leaving people less satisfied with the results as they continually achieve.

On a side note, I always need constant reinforcement. Please hug me and tell me I’m special.

Fixed Ratio
Try and try again. With a fixed ratio setup, people are rewarded after a fixed number of actions. Once they learn the setup, people tend to slack off after they received a reward, then work harder as they come closer to meeting their quota and getting their next reward.

It’s pretty much what sales quotas are. You make your base quota, you get to keep your job. You make the next level, you get a bonus etc. Knowing that you’re closer to your goal makes you work harder for it. On the other hand, knowing you’re far from your goal may make you put off working for it. This system tends to reward the hardworking/motivated people the most. But it leaves your more “relaxed” customers thinking that they won’t win… so they don’t want to try.

Random Ratio
Random ratio is simple in that every action has equal chance of winning, and often times the system allows you to win far more than you lose. Once people learn the system, and they realized the more and the faster that they perform the desired action, the more rewards they get.

Because the prizes are randomly distributed, people don’t come to expect rewards after a certain interval. They don’t get bored and increase their expectation. It’s pretty much like creating a gambling addict of your customers. But if the rewards are cool and add real value to your customers’ lives, then you have a chance of growing their love for you.

So, surprise and delight rewards based on a random selection provide the best results during the promotion, as well as the best continued lift after it’s done. Of course, you want to make sure that people want to have whatever you’re giving out.

- Christian

The Idea Drunks at ?What If!

There is a company in the UK who’s sole purpose to educate people on how to have kick ass ideas and encourage innovation in companies. It’s called “?What If!” They are the people you hire when you want your senior management team to push the envelope and champion new ideas. Basically, they jump around and think of cool ideas. Or coach people on how to think of cool ideas.

To be honest, they have come out with some pretty cool stuff so far. The clients they list include Ikea, Red Bull and Google. Three organizations that have revolutionized their industries. Ironically, those are three companies that probably don’t require the help of an innovation consultant. They already know and value the potential of a good idea. They have already fostered cultures of acceptance and creativity.

In my opinion, the places that need this the most are those that don’t think that they need it. The companies that have yet to see the value in fostering an organically creative culture. Anyways, enough of my ranting. Here’s an overview of the ?What If! story:

The Problem

Back in 1992, Matt Kingdon and Dave Allan (both idea drunks) started to feel increasingly frustrated working within the bureaucracy of big corporate structures.

Both felt that big corporations had inefficient and damaging approaches to creative innovation, especially when it came to new product development.

Rather than just accepting the situation for what it was, Matt and Dave decided to do something about it

The Process

After several months of clandestine pub talk about setting up a creative agency, Matt and Dave had cracked the offer: to help super tanker corporates become innovation speed boats. Over a few months the start-up fund, of just £20,000 was scraped together.

Like everything in the early days the ?What If! name was developed as a result of an informal brainstorm session, whilst on a beach somewhere. Someone said they liked the word ‘if’, then someone else said ‘yeah, as in ‘what if’. And that was it.

The business opened its doors on Sept 28th 1992 in a rather dingy office. In the subsequent years the business has stuck to its mantra of “recruit superstars only” and has retained the original entrepreneurial, collaborative and creative ethos throughout all its offices by being a strongly values-led business. I want to work there. Sounds fun.

- Christian

Word of the Day: Mind Grenade

Mind Grenade

A mind grenade is an idea that is so astounding that it shakes the very foundations of how you think. It is a concept that when you hear about it or look at it … you just stare in awe.

It can manifest itself in a picture, a movie or even though words on a page. Regardless, it makes you reframe the way that you are looking at a problem. It may even encourage you to reconsider the way that you perceive human nature or the world around you. It’s what idea drunks like me live for!

Here are a couple of mind grenades for you today. Some are good. Some are bad. But hopefully, they’ll blow your mind.

Sun breaking through clouds over Belagamo. Makes you believe in God.

Blink by Malcom Gladwell. It made me trust my instincts.

Click for the PostSecret video. It has changed the way I perceive those around us. Everyone has a secret that defines them.

- Christian