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ALI Social Media and Healthcare Keynote Presentation 2012
 

ALI Social Media and Healthcare Keynote Presentation 2012

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My keynote From ALI 2012 on how cultures hinder innovation. More on the topic in the full Dose of Digital post, found here: ...

My keynote From ALI 2012 on how cultures hinder innovation. More on the topic in the full Dose of Digital post, found here: http://www.doseofdigital.com/2012/06/panic-overcoming-cultures-fear-age-attention-econom/

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  • FEAR GRABS OUR ATTENTION, GETS CLICKS, VIEWERS AND AD REVENUE. THE BIGGER THE FEAR MONGER, THE LARGER THE AUDIENCE. THE INTERNET RUNS ON KNEE-JERK REACTIONS
  • “ BULLYING” YEILDS 19,000,000 HITS, SUGGESTING THE ONLINE FOCUS OF CYBER GETS MUCH MORE OF THE ATTENTION FEAR GARNERS ATTENTION. PAGE VIEWS, CLICKS, AD REVENUE
  • WHILE A SEARCH FOR PHARMA SOCIAL MEDIA SUCCESS REVEALS ALMOST 5 MILLION MORE HITS, WHAT DO YOU THINK IS TALKED ABOUT AND REMEMBERED? FAILURE IS EASY TO TARGET, SOCIAL FACES AN UPHILL BATTLE SOCIAL DOESN’T STAND A CHANCE
  • OUR BRAINS ARE BEING FLOODED WITH INFORMATION. IT’S TOO MUCH TO PROCESS.
  • ROUGHLY TRANSLATED: SH*T NO LONGER HAPPENS, IT WAS CAUSED, AND THEREFORE WE HAVE RESPONSIBILITY IN THE OUTCOME
  • STRANGE PARADOX, THE VICTIM IS RESPONSIBLE
  • TO BE CALLED A RISK TAKER USED TO BE CONSIDERED A COMPLIMENT, NOW IT CARRIES A GENERALLY NEGATIVE CONNOTATION IN PHARMA, NO ONE IS CRITICIZED FOR NOT TAKING RISKS
  • BUSINESS OUTCOMES AND PROJECT GOALS BECOME SECONDARY TO CREATING SAFE-HARBOR ZONES TO MINIMIZE LIABILITY AND RISK
  • SO WE HAVE FEARMONGERS, CLAMORING FOR OUR ATTENTION, AND CULTURE BEING DEFINED BY THIS. WHY IS THIS HAPPENING?
  • FEAR GRABS OUR ATTENTION
  • PEOPLE PICK STOCKS BASED ON PAST PERFORMANCE, WHEN THAT HAS NO CORRELATION TO FUTURE PRICE
  • AS A SECOND EXAMPLE, IN A STUDY BY DAN ARIELY, AN AUDIENCE IS FIRST ASKED TO WRITE THE LAST TWO DIGITS OF THEIR SOCIAL SECURITY NUMBER AND CONSIDER WHETHER THEY WOULD PAY THIS NUMBER OF DOLLARS FOR ITEMS WHOSE VALUE THEY DID NOT KNOW, SUCH AS WINE, CHOCOLATE AND COMPUTER EQUIPMENT. THEY WERE THEN ASKED TO BID FOR THESE ITEMS, WITH THE RESULT THAT THE AUDIENCE MEMBERS WITH HIGHER TWO-DIGIT NUMBERS WOULD SUBMIT BIDS THAT WERE BETWEEN 60 PERCENT AND 120 PERCENT HIGHER THAN THOSE WITH THE LOWER SOCIAL SECURITY NUMBERS, WHICH HAD BECOME THEIR ANCHOR. [4]
  • THE CORRECT ANSWER IS 1. IF DEB IS BUYING AN EXPENSIVE CAMERA, THE COST OF THE CASE SEEMS MINIMAL IN COMPARISON TO THE COST OF THE CAMERA. A $30 CASE LOOKS A LOT CHEAPER NEXT TO A $600 CAMERA THAN WHEN A SHOPPER COMPARES IT TO OTHER COMPARABLE CAMERA CASES.
  • “ THE GENERAL IDEA IS THAT IT’S ABSOLUTELY THREATENING TO ADMIT YOU’RE WRONG,” SAYS POLITICAL SCIENTIST BRENDAN NYHAN, THE LEAD RESEARCHER ON THE MICHIGAN STUDY. THE PHENOMENON — KNOWN AS “BACKFIRE” — IS “A NATURAL DEFENSE MECHANISM TO AVOID THAT COGNITIVE DISSONANCE.” YOU CAN’T OVERCOME FEAR WITH FACTS
  • “ THE GENERAL IDEA IS THAT IT’S ABSOLUTELY THREATENING TO ADMIT YOU’RE WRONG,” SAYS POLITICAL SCIENTIST BRENDAN NYHAN, THE LEAD RESEARCHER ON THE MICHIGAN STUDY. THE PHENOMENON — KNOWN AS “BACKFIRE” — IS “A NATURAL DEFENSE MECHANISM TO AVOID THAT COGNITIVE DISSONANCE.”
  • HAVE A MISSION OR A CREDO? ALIGN TO THAT. ITS A DEEPER HELP BELIEF. YOU CAN’T OVERCOME IRRATIONALITY WITH FACTS OR DATA WHAT IS THE CUSTOMER OR PATIENT PROBLEM YOU ARE TRYING TO SOLVE? TELL STORIES LANGUAGE MATTERS, BLOGGER VS ONLINE JOURNALIST GAMING, CONNECTIONS, MOBILE COMPARISONS PRIMES THE BRAIN FOR POSITIVITY

ALI Social Media and Healthcare Keynote Presentation 2012 ALI Social Media and Healthcare Keynote Presentation 2012 Presentation Transcript

  • EVERYBODY PANIC! Overcoming Cultures of Fear in the Attention Economy May 22nd, 2012
  • CHANGE IS CONSTANTOH NOES!
  • 1999 2012
  • WE HAVE ALWAYS FEAREDWHAT WE DON’T UNDERSTAND
  • CHANGE IS CONSTANTOH NOES! WE LIVE IN A CULTURE OF FEAR
  • THE CULTURE OF FEAR IS A TERM USED BYCERTAIN SCHOLARS, WRITERS, JOURNALISTS AND POLITICIANS WHO BELIEVE THAT SOME IN SOCIETY INCITE FEAR IN THEGENERAL PUBLIC TO ACHIEVE PARTICULARGOALS, OFTEN BY GIVINGDISPROPORTIONAL ATTENTION TO APARTICULAR SUBJECT OR POINT OF VIEW
  • ACCORDING TO THEDEPARTMENT OF EDUCATION:28% OF STUDENTS REPORTEDBEING BULLIED IN SCHOOLVS.6% THAT REPORTED BEINGBULLIED ONLINEHTTP://NCES.ED.GOV/PUBS2011/2011336.PDF
  • CHANGE IS CONSTANTOH NOES! WE LIVE IN A CULTURE OF FEAR THE ATTENTION ECONOMY AMPLIFIES
  • THE ATTENTION ECONOMYHERBERT SIMON: A WEALTH OFINFORMATION MEANS A DEARTH OFSOMETHING ELSE: A SCARCITY FORWHATEVER IT IS THAT THIS INFORMATIONCONSUMES. A GLUT OF INFORMATIONCONSUMES THE ATTENTION OF IT’SRECIPIENTS
  • OUR CULTURE HAS SHIFTED ITS REACTIONTO HARM AND MISHAPSPEOPLE NO LONGER BELIEVE IN NATURALDISASTERS OR ACTS OF GOD. SOMEONE ORSOMETHING IS RESPONSIBLE, ANDTHEREFORE MISHAPS ARE REDEFINED ASPREVENTABLE INJURIES
  • WHICH LEADS TO A VICTIM MENTALITYPEOPLE ARE NO LONGER EXPECTED TORISE ABOVE DIVERSITYAS SUCH, MISFORTUNES HAUNT PEOPLEAND ORGANIZATIONS AND THE ‘VICTIM’ ISVIEWED AS SOMEONE WHO SHOULD HAVEKNOWN BETTER OR SEEN THIS COMING
  • WHICH LEADS TO WORST CASE THINKINGTHE FEAR THAT ANY ACTION LIKEINVENTING A NEW MEDICINE, LAUNCHING ANEW PROGRAM OR OPENING PREVIOUSLYCLOSED GATEWAYS MAY HAVECATASTROPHIC CONSEQUENCESYES, BUT WHAT IF... DECREASES OURCULTURAL CAPACITY TO DEAL WITHUNCERTAINTY
  • BY ITS NATURAL CONCLUSION,RISK BECOMES SOMETHING TOAVOID, NOT AN OPPORTUNITYTO BE SEIZED
  • SAFETYNOT SUCCESS,BECOMES THE ULTIMATE GOAL
  • THE PRECAUTIONARY PRINCIPLE:THE DEMAND THAT INNOVATORS PROVETHAT THEIR INVENTIONS WILL NEVERCAUSE HARM BEFORE THEY ARE ALLOWEDTO DEPLOY OR SELL THEM.ROUGHLY TRANSLATED:IF AN ACTION MIGHT CAUSE HARM,INACTION IS PREFERABLE
  • CHANGE IS CONSTANTOH NOES! WE LIVE IN A CULTURE OF FEAR THE ATTENTION ECONOMY AMPLIFIES OUR BRAINS ARE NO HELP
  • THE AVAILABILITY BIAS:IS A TERM THAT DESCRIBES HOW THEPREFRONTAL CORTEX EVALUATES RISKBASED ON THE AVAILABILITY OF SIMILARSITUATIONS IT CAN REDILY RECALL WHENMAKING DECISIONS
  • ANCHORING:IS A TERM THAT DESCRIBES THE COMMONHUMAN TENDENCY TO RELY TOO HEAVILY,OR "ANCHOR," ON ONE TRAIT OR PIECE OFINFORMATION WHEN MAKING DECISIONS
  • QUESTION:DEB IS BUYING A CAMERA ONLINE ANDNEEDS A CASE TO GO WITH IT. IN WHICHCIRCUMSTANCE IS SHE LIKELY TO BUY AMORE EXPENSIVE CASE?•WHEN A WEB SITE RECOMMENDS A CASE TO HER AS SHE’SPURCHASING THE CAMERAWHEN SHE REALIZES LATER THAT SHE NEEDS A CASENEITHER OF THE ABOVE
  • COGNITIVE BACKFIRE:IS A TERM THAT DESCRIBES THEPHENOMENON THAT WHEN PRESENTEDWITH FACTS THAT CONTRADICT DEEPLYHELD BELIEFS, THESE BELIEFS BECOMEMORE REINFORCED, NOT LESS
  • CHANGE IS CONSTANTOH NOES! WE LIVE IN A CULTURE OF FEAR THE ATTENTION ECONOMY AMPLIFIES OUR BRAINS ARE NO HELP WHICH BRINGS US TO YOU
  • MY 5 STEPPROGRAM TOGUARANTEE*SUCCESS* NO ACTUAL GUARANTEES WILL BE PROVIDED
  • 1. ALIGN WITH CORE ORGANIZATIONAL BELIEF SYSTEMS2. FOCUS ON THE RIGHT PROBLEMS3. CHANGE THE LANGUAGE4. BROADEN THE SCOPE5. PAY A COMPLIMENT
  • Q+A Bill Evans@ohnoitsmrbill