Mike Lehr's Blog

In a previous post, I discussed the rebirth of Freud and the idea that most (if not all) of our decisions are driven unconsciously. Personification is a way we can influence others’ decision-making on this level.

Revisiting The Economist article “Retail Therapy” in its December 17, 2011 edition, it says about Ernest Dichter, who revolutionized marketing in the 1960’s:

Dichter understood that every product has an image, even a “soul”, and is bought not merely for the purpose it serves but for the values it seems to embody . . . Dichter’s message to advertisers was: figure out the personality of a product, and you will understand how to market it.

Personification is giving something a personality. For instance, my wife has a name for her car. People do the same with boats. Advertising often links products to celebrities; they become the “face of the product”, and thus its personality.

Translating to business, we encourage change if we can give change a personality. Sometimes it’s as simple as putting the face of the Owner, President or CEO on the change by saying, “It’s George’s initiative.” We can do this formally or informally; we can do this with projects, ideas and plans: “This is Mary’s project, Matt’s idea, Kathy’s plan.”

We can also reference other types of people to the change such as “The Herculean Effort,” “The Superman Plan,” and “The Rocky Project.” Any person will help as long as the connection to the person is a positive one. For example, if people don’t like Mary, her name will likely hurt the change.

When it comes to change management, we often neglect to tap into the techniques that work in advertising, merchandising and marketing. Personification is just one of those techniques.

In business, people often see aggressiveness as a virtue; however, it can be a defect. Exploring this will give us insights into dealing with aggressive personalities in our lives and examples of how different perspectives help in problem solving.

The Battle of Gettysburg in 1863 from the American Civil War, the turning point in that war, is a good initial example.  The Union won this battle over the Confederates but never attacked. That’s because the Confederates relentlessly attacked a different part of the Union line on each of the battle’s three days (see diagram to right) despite the Union being on higher ground and firmly entrenched. Consequently, the Confederates suffered heavy losses and retreated.

In nature, the article, “Unnatural Selection” from the May 23, 2009 issue of The Economist, reports on the work of Laszlo Garamszegi from the University of Antwerp. He found that the aggressive animals were most likely to be caught in traps. The Battle of Cannae from 216 B.C. is a human form of this. Hannibal had tapped into his Roman opponents’ aggressiveness and hubris to lure them into a trap, thus destroying an army twice his size. In American football, the screen pass takes advantage of aggressive defenses by luring them into the backfield.

Thus, aggressiveness alone is defective without intelligence, wisdom or insight. As these examples show, we can defeat aggressiveness by:

• Allowing it to tire itself on extremely difficult tasks
• Giving it “a bone” (a lesser important task) to distract it
• Tapping into its hubris and goading it into wasting time on irrelevant things

In business, we see examples when companies expand too aggressively, thinking they have the “secret,” taking shortcuts and ignoring planning. As a result, aggressiveness produces huge losses for them, just as it did for the Confederates.

We know each of us is different; however, the degree of difference is clearly underestimated. We experience this whenever we exclaim we cannot understand why someone does something, whenever anyone gets thrilled or appalled over something we don’t. I once worked with a sales manager who found it incomprehensible that a sales person wasn’t motivated by money.

As an example of how different we can be, I posted a while back that the ability to praise was a function of personality. This is an easy, enjoyable event for some and quite an arduous for others. In the November/December 2011 issue of Scientific American Mind, I found another example of our vast differences when I read Lauren F. Friedman’s article, “I’m Not Sorry”, citing the work,  The Disposition to Apologize, of Andrew Howell and his colleagues at Grant MacEwan University. As examples, Friedman mentions some people who have difficult apologizing. Those who possess:

• A low degree of compassion and agreeability
• Low self-esteem
• An overly grand view of themselves (very egocentric)
• A strong sense of justice

The point is that we can approach any human attribute – praising, apologizing, intelligence, athleticism, dedication, nurturing, courage, trustworthiness, relentlessness, sensitivity or any countless others – the same way: each having a myriad of variations and intensities across all humans. For instance, we know there is a difference between men and women, but “How big is that difference?” I often suggest to people that they imagine differences between any two people to be ten times greater than they think they are.

Again, this shows up when we can’t fathom why someone would think or do something and when we believe their “cure” is quite simple: “Just do what I do!” Both are signs of greatly under appreciating how different we are.

Part of what makes intuition so powerful is the assumption that we are born with personalities, talents and knowledge. Life then becomes the challenge to express them.

For example, we are born knowing about the “opposite sex.” It’s only later in life we arrive at an understanding of it and the ability to verbalize it. However, this contradicts the more popularized view of humans being born a “blank slate.” The article, “Transporter of Delight”, in the October 15, 2011 edition of The Economist, severely undercuts this notion by beginning:

“The idea that the human personality is a blank slate, to be written upon only by experience, prevailed for most of the second half of the 20th century. Over the past two decades, however, that notion has been undermined.”

The article cites research concluding, “personality is the single biggest determinant” of happiness with “a third of the variation in people’s happiness [being] heritable.” For example, extroverts tend to feel happier than introverts do. Thus, what I wrote regarding free will (more) and “who we are” being quite different from “who we think we are” is really about us being substantially more than “the sum of our experiences” and more than “a product of our environment.” There are opportunities for us when we realize we weren’t born slaves to our conditions, environments, societies and cultures.

Yet, this poses some thought provoking questions such as, “What happens to us when our nature is in conflict with our culture, our society or our upbringing?” Also, “What happens when we try to express ourselves in the midst of such conflict?” In such situations, we can easily see how God or Nature created us to alter the status quo, to change things . . . to encourage growth where stagnation exists. Growth cannot occur without change.

In this series’ previous post, I wrote about using Wordle to help identify word usage and phrasing trends by people as a prelude to identifying personalities in a real-time sense. In this series’ first post, I wrote about using everyday conversation to identify personalities. In this post, I will combine the two concepts to validate our findings, which I call extrapolation. Essentially, we try to predict responses to our questions by changing topics.

For example, after listening to someone, we notice he talks extremely pragmatically about things. Extrapolating, we can ask him a couple decision-related questions such as, “Why do you like your house?” In our minds, we predict a pragmatic response. If he does respond with answers such as, “It’s close to work,” “In the school district we want,” and “We were able to get a good price,” then they support our findings. However, if he responses with, “The setting is beautiful,” “We liked the ambiance when we walked in,” or others, we know we need to work further.

Again, the challenge is being able to spot trends in word usage. The series’ previous post lists five other word pairs in addition to the one here: pragmatic versus emotional. Another challenge is avoiding iron-clad perceptions of people; our observations and conclusions should be ongoing and fluid as new discussions arise. It is quite possible for people to assume different personalities in similar situations depending upon their moods.

For instance, people will often behave one way when they’re happy and another when they’re angry. That’s why results from classical self-reporting personality assessments can vary. The book Was That Really Me? by Naomi Quenk does an excellent job highlighting this phenomenon.

However, this only reinforces the persistent point that personality assessment requires ongoing practice and modification.

Other posts in this series:

• Assessing Personalities thru Everyday Discussions (1.0)
• Real-time Personality Assessment (Pt 2): Important Qualities
• Real-time Personality Assessment (Pt 3): Word Themes

If you examine the two opposing sides in the Star Wars Epic, The Empire (Bad Guys) and The Rebels (Good Guys), there are two major contrasts:

1. There are no women on the bad side.
2. The good side has diverse characters, the bad side doesn’t

Upon contemplation, Point #1 is easy to see. Point #2 is a little harder, but essentially the Empire’s army consists of robotic droids who all look alike in white, shock-troop armor. Conversely, the Rebels are a collection of species, some humanoid, most alien and some even animalistic. Moreover, whereas the Empire’s forces are all dressed alike, the Rebels are not. Similar themes exist in Lord of the Rings.

What does this mean? Very simply, we tend to see evil as being a life of conformity without feminine qualities. In business, this movie helps us to see the emotional forces aligned against standardization and processing. It might also help us to understand why women are making such advancements: perhaps as an offset to these negative forces. Finally, it shows our inherent emotional propensity for diversity including in personality.

Women are closely associated with diversity; as they’ve been the first ingredient of diversity in many business settings. Heck, their wardrobe alone adds immense diversity to them. What would happen if two women actors arrived in the same dress for the Academy Awards: chaos, confusion, anxiety? What if two men came in the same black tuxedo, would anyone even notice?

Movies tend to tap into our deep, unseen, collective emotional currents. Consumer research shows there is often a different between “what people buy” and “what people say they will buy.” Thus, while we wring every cost saving from standardization and processing, perhaps on a deeper emotional level we feel “The Bad Guys” are winning.

When I’ve written about the illusion of free will, I’ve focused on the advancement of technology and research methodologies to uncover subconscious thought patterns. However, these advancements are also discovering a connection between chemical reactions and some of our emotions.

In the September 24, 2011 issue of The Economist, the article, “Rogue Hormones,” reports on the research of John Coates, a  neuroscientist from Cambridge University. His research of derivative traders showed that when they “are on a winning streak their testosterone levels surge, sparking such euphoria that they underestimate risk.” This biochemical process produces extremely “powerful emotions” encouraging traders to “go crazy.”

This helps to explain why we often learn more from our failures than our successes and why success can deliver us to a state of hubris, an exalted arrogance that can corrupt our decision-making processes. Such biochemical processes help explain why such exuberance can infect many people to think and act similarly without communicating with each other while each is believing he is responding of his own free will. Thus, such events as financial bubbles and housing bubbles can occur on a broad scale.

A way to mitigate this effect is to diversify your workforce to include many types of personalities in decision-making positions. For instance, the article concluded that hiring women, who generally have about 10% as much testosterone as men, could help offset “irrational exuberance.” Experience can also help especially if it contains crises brought about by excessive risk taking. Moreover, even from strictly a gender perspective, not all men will experience the same increases in testosterone levels from success making them prone to erroneous risk assessments.

Of course, it’s not easy to manage a diverse workforce.

For many of us, we feel good when we help others. What we are even learning is that many of us, especially women, will tend to feel what others feel. Thus, we not only feel good about helping others, but we feel their happiness from our help.

In the July-August 2011 issue of the Harvard Business Review Yochai Benkler’s cites in his article “The Unselfish Gene” the work of neurophysiologist, Giacomo Rizzolatti, who originally “found that our brains mirror not only pain and motor movements but pure emotions as well.”

It’s important to emphasize empathy as an emotion, not merely an understanding as I also indicated in the difference between emotional intelligence and intuition. It’s one thing to see someone smiling and know they are happy and quite another to feel they are happy because if someone can feel good about the happiness of another person, he is more likely to cooperate.

What Rizzolatti’s research, advanced by Tania Singer’s use of brain scans, indicates is that people can actually feel what others feel in the emotional areas of their brains not just the rational ones. Moreover, the intensity of empathy will vary by person with some not feeling much at all.

This has tremendous implications for leadership development because it shows the importance of sensitivity in team intelligence. Whereas Part II of this series dealt with context, this post implies a cooperative business culture is also a function of personalities: some people will just feel better about cooperating than others will. Thus, this implies that highly sensitive people, who also tend to be very empathetic, might be better leaders and employees in a cooperative environment.

Thus, cooperation is not only about creating the right environment but also about having the right personalities, personalities that are empathetic.

Other posts in this series:

• Cooperation vs. Self-interest: Which Reigns Supreme?
• Cooperation vs. Self-interest (Pt 2): Context – The Great Influencer

The words people use tell you much about their personalities. The challenge is trying to see a theme. While not every word is important, it’s not readily apparent which ones are. Furthermore, the subject matter might encourage certain words.

As an introduction to the concept, I often refer people to Wordle. By inserting a bunch of text, Wordle creates a picture of the used words by bolding and sizing them according to their usage. Using Wordle to compare word usage from people about the same topic allows personalities to emerge. It’s common to identify whose group is whose if the people are known.

When it comes to identifying themes, the variations are endless but here are some of the more common pairings I try to identify in the workplace:

• Hard vs. Soft
• Thinking vs. Feeling
• Flexible vs. Structured
• Conceptual vs. Detailed
• Personal vs. Impersonal

Words reflect personalities because of connotation, the emotions that words convey. People tend to choose words that harmonize with their emotions. Thus, hard words reflect a hard personality, flexible words a flexible personality, impersonal ones an impersonal personality, and so on.

Since Wordle isn’t available while we’re conversing, it’s vital that we do two things to ensure we can do this in real-time:

• Expand our appreciation for words’ connotations
• Finely tune our listening skills

It helps to change subjects in a discussion. It not only might help us to identify word themes but it can also verify ones we’ve identified. It’s important to not “close the book” on a person. A future conversation might lend us new information. Thus, this is not only a real-time personality assessment method but it’s an ongoing one.

Other posts in this series:

• Assessing Personalities thru Everyday Discussions (1.0)
• Real-time Personality Assessment (Pt 2): Important Qualities

The downside of many personality tests is that you need to administer them. Yes, some will teach you how to assess without doing that, but you must learn their system. In reality, we can all develop and do a real-time personality assessment.

In the first post of this series, “Assessing Personalities thru Everyday Discussions (1.0),” I wrote that asking “Why?” in response to other people’s observations can give you insights into their personalities. In this post, I’ll explore how we analyze the answer.

If you ask two people why they like a car, most likely they’ll give two different answers. For instance, if one answers, “performance,” and the other “looks,” both answers begin to help you distinguish their personalities by identifying important qualities to them. These qualities will likely extend to other areas, but we need to realize we’re are only hypothesizing right now; we only have one data point.

Now, if we discuss their favorite athletes and ask why they like them, this gives us more information. If the first one says, “She’s the best in the game,” and the second one says, “He just looks like he’s ready to play when he shows up,” we have additional information reinforcing their answers about cars: performance and appearance. Thus, the first person seems to prefer performance related qualities while the second one prefers visible ones.

Therefore, when we discuss other subjects with these people, we will need to highlight the positive performance attributes with the first one and the visible ones with the second if we wish a positive response.

Obviously, it’s not always this easy and obvious, but over a five to fifteen minute conversation, through careful listening, patterns like these will emerge. These patterns will allow us to extrapolate on a person’s decisions and behaviors.