How does your customer feel?

Marketing Guru Seth Godin has this insightful post on the difference between what your product does, and how it makes your customer feel.

He point out:

Did you do an analysis of the outcomes of his treatments along a wide range of patients and compare those outcomes to similar doctors in the same community?

Or was it based on his bedside manner or even how polite his receptionist was?

And what about the accounting firm or law firm or personal trainer you were talking about the other day?

Is it possible that people recommend a Mac so often because of things that having nothing to do with a side-by-side analysis of the speed of data entry in Word?

Given two or more choices between competing products which are all roughly equally competent, word-of-mouth will favor the product which makes the customer feel better.

Then comes the kicker:

How’s this for a 98% rule: By a factor of three, what you do is not nearly as important as how it makes people feel.

If you buy that, then the question is this: why do you spend almost all your time on the wrong thing?

The Socratic Method

This page has a very interesting description of the Socratic method of teaching. The basic idea is that the “teacher” only asks questions and all the answers have to come from the students. Fairly difficult topics can be taught this way and the students will be more involved and interested, and claim is that the students will understand the topic better than a traditional lecture.

The post has a transcript of a session where the author taught the concept of binary numbers (and binary arithmetic) to third grade students. It is really impressive.

There is also an interesting discussion at the end which is also worth reading. Excerpts:

Of course, you will notice these questions are very specific, and as logically leading as possible. That is part of the point of the method. Not just any question will do, particularly not broad, very open ended questions, like “What is arithmetic?” or “How would you design an arithmetic with only two numbers?” (or if you are trying to teach them about why tall trees do not fall over when the wind blows “what is a tree?”). Students have nothing in particular to focus on when you ask such questions, and few come up with any sort of interesting answer.

For the Socratic method to work as a teaching tool and not just as a magic trick to get kids to give right answers with no real understanding, it is crucial that the important questions in the sequence must be logically leading rather than psychologically leading. There is no magic formula for doing this, but one of the tests for determining whether you have likely done it is to try to see whether leaving out some key steps still allows people to give correct answers to things they are not likely to really understand. Further, in the case of binary numbers, I found that when you used this sequence of questions with impatient or math-phobic adults who didn’t want to have to think but just wanted you to “get to the point”, they could not correctly answer very far into even the above sequence. That leads me to believe that answering most of these questions correctly, requires understandingof the topic rather than picking up some “external” sorts of clues in order to just guess correctly.

Read the full article.

How to be a great audience

Marketing guru Seth Godin has a nice article on how a good audience can bring the best out of a speaker or performer. Too many people go passively, falling into the trap of just waiting for information to be poured into their heads. But a good, active audience gets more from the presenter – more energy, more focussed answers, and more generally, form better relationships.

The next time someone says, “any questions,” ask one. Just ask.

The next time you see a play that is truly outstanding, lead the standing ovation at the end.

The next time you have an itch to send an email to a political blogger or post a comment or do a trackback, do it. Make it a habit.

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