“This one company used our software and they realized a $10 million savings in one year!”
Good for them. Frankly, I don’t (and you shouldn’t) care. The anecdote may be the most disastrous (from the consumer’s perspective, not the sellers) marketing device ever employed – short of outright lying I suppose. The anecdote takes a great story and uses it as the basis for why you should take your hard earned money and buy product X, or Y or Z.
Anecdotes abound. We are a culture of story tellers. The media exploits it all the time. The government exploits it all the time. Just think about the current health care debate. On one side you have the story of the Canadian woman who would have died had she relied on Canada’s healthcare. On the other side, you have a very happy Canadian health care recipient. How can it be that two totally different anecdotes are coming out of the very same system?
It’s a logical fault that we make. We assume that the related experience is the representative experience, which it clearly isn’t. Well, at least not all the time. Consider the “bad” Canadian health care experience. Let’s assume, first of all, that she really would have died if she hadn’t come to the US. We don’t actually know that because we can’t explore alternate realities. She believes she would have died, so let’s take it at face value. Has anyone in the US health care system ever died due to a bad diagnosis? If you answered “no”, I’d like to have some of whatever drug you are on, because that stuff is creating the kind of delusions not seen since the Emperor went out without his clothes on.
Of course there have been bad US experiences! People die here too! But the anecdote is powerful. It’s scary that someone might slip through the cracks. And statistics are oh so dreadfully boring! If Wikipedia is to be believed, the US pays twice as much and yet lags other wealthy nations in life expectancy and infant mortality rates. That doesn’t mean people don’t die in these other countries of horrific, potentially preventable deaths in these other countries – they do. But the odds are better. And even with improved odds of you surviving infancy and living longer, there are scary stories to tell.
People relate an anecdote when it supports their view of the world, whatever that may be. However, they’re doing that because the general patterns of the product, process or service aren’t necessarily an experience which causes you to take action.
I mean, would you be all that excited if I said “if the US adopted a health care system like Canada’s it’d probably be about the same care as you get today, but maybe a little cheaper.” Wow! I mean, wow! If that isn’t a call to action, I don’t know what is!?! People are selling things all the time – whether it is software, a change in the healthcare system, or NOT changing the health care system. If you take that anecdote and relate it to another person, who passes it along to another, and so on then it has served its powerful but potentially destructive purpose. Nobody can remember the statistics, but we all remember a good story.
The next time someone tells you a story about why you should take action, instead of listening intently, ask for the data. Then go verify the data. But most of all, beware the anecdote!
Posted by ProcessRants
Posted by ProcessRants
Posted by ProcessRants