Skip to main content

Mind, the Gap - addendum I - Psychology

In an interesting parallel with the 'Mind Gap' concept, here is a quote from the strategy by a marketing guru to the modern successful IT enterprises, advising the CEO's of the interplay between psychology and economy in making of an effective marketing strategy and selling their systems:
"... the strategy is to focus market development efforts on the end-user community [who you want to use your system], not on the technical community. Specifically you want to enlist the support of the economic buyer, the line executive or manager in the end-user organization who has the profit-and-loss responsibility for the given function your product serves... [Psychologically] you should not expect to secure primary sponsorship from the IT professionals... [A new product and a paradigm shift] is not in the interest of the IT department. It means extra work for them, and it exposes their mission-critical systems to additional risks... [Psychologically] it would not have been in the interest of the end users who report to the economic buyer. From their point of view, the old paradigm is more familiar and secure. In the short term, with the learning curve required to come up to speed on the new one, they are actually going to be less effective. So they may resist you as well. It is only the economic buyer, who has to pay the ongoing cost of the status quo but can no longer afford to do so, who can be counted on to be unequivocally supportive of the change..."
As it happens elsewhere, so is in this example, that the strategy has the psychology and economy components in a direct interplay. Towards the end of the quote it also gives the hint that it is not simply restricted to marketing strategy, but is equally found in change management as well.

Comments

Popular posts from this blog

The Pygmalion vs. The Golem Effect

There are two kinds of self-fulfilling prophecies. They are broadly defined by wiki as follows: The Pygmalion effect , or Rosenthal effect, is the phenomenon in which the greater the expectation placed upon people, the better they perform. On the other hand is the Golem effect , in which low expectations lead to a decrease in performance. In ancient Greek mythology, Pygmalion fell in love with one of his sculptures, which then came to life. The theme was in the main stray of many English literary works during the victorian era. One of which is George Bernard Shaw's play titled "Pygmalion" from which Rosenthal effect gets its name. In Shaw's play, the protagonist, a professor of phonetics Henry Higgins makes a bet that he can train a bedraggled Cockney flower girl, Eliza Doolittle, to pass for a duchess at an ambassador's garden party by teaching her to assume a veneer of gentility, the most important element of which, he believes, is impeccable speech. (The pl

"Peter Drucker - Managing Oneself" on SlideShare.net

IN THE INTRODUCTORY paragraph of this legendary paper for Harvard Business Review, Peter Drucker writes: We live in an age of unprecedented opportunity: If you've got ambition and smarts, you can rise to the top of your chosen profession, regardless of where you started out.  But with opportunity comes responsibility. Companies today aren't managing their employees' careers; knowledge workers must, effectively, be their own chief executive officers. It's up to you to carve out your place, to know when to change the course, and to keep yourself engaged and productive during a work life that may span some 50 years. To do those things well, you will need to cultivate a deep understanding of yourself - not only what your strengths and weaknesses are but also how you learn, how you work with others, what your values are, and where you can make the greatest contribution. Because only when you operate from strengths can you achieve true excellence. Marking a small foot

HBR: Most Popular Articles of 2010

AN EXCITING YEAR IS DRAWING TO A CLOSE. Coming full circle of seasons it is winter again while the haven freezes over and a friend messaged from Leh in north-western Himalayas, "Its -15.4° C (4.2° F) here. Expect snow typing." I am almost sure it was meant to read "slow typing". HBR on their part collectively published some 1000+ articles over the last 365 days. Recently, one of the editors listed the top 10 most popular articles among them (try  here ). Listed below are the five articles that I liked most. 1. Why I Returned My iPad by Peter Bregman Peter Bregman stands in a two-hour queue-for-a-gadget for the first time to get his hands on iPad on its launch day. And within days, he is hooked. In this I-fear-I-might-loose-boredom post, Bregman talks about returning his iPad to Apple because it was "too good". He writes, "It's too easy. Too accessible. Both too fast and too long-lasting. For the most part, it does everything I could want. W