Adonis Diaries

Posts Tagged ‘attention span

Paradox: Attention, Span, Decision, Life, Clean bathroom, Seth…

1. The attention paradox: Online, mass marketers

You can’t buy attention Online as easily as you can with traditional advertising.  Most commercial media has this imperative of being interesting built in.

The assignment is to make it viral, make it something people will watch or click on or even better, share.

This is hard for mass marketers, marketers who are used to making average stuff for average people and promoting heavily in media where they can buy guaranteed attention.

And so, we see organizations buying likes and pageviews, pushing for popovers and popunders and all sorts of new ways to interrupt online.

Smart advertisers are realizing that they have to make content worth watching to decide. A few are making media so entertaining that we not only want to watch it, but spread it.

The challenge is that all those hoops you need to jump through to attract attention might be precisely the opposite of what you need to do to cause action, to get someone to change her mind or to connect.

A squadron of singing ferrets might make your video spread, but that approach isn’t going to cause the action you seek.

And, alas, you have to do both.

2. Paradox on Decisions: Make more not less

You don’t run a punch press or haul iron ore. Your job is to make decisions.

The thing is, the farmer who grows corn has no illusions about what his job is. He doesn’t avoid planting corn or dissemble or procrastinate about harvesting corn.

And the farmer certainly doesn’t try to get his neighbor to grow his corn for him.

Make more decisions. That’s the only way to get better at it.

3. Paradox of This might not work” (working on something new)

Since June, I’ve been working flat out on creating the four books that were part of the Kickstarter and the big launch that climaxed with an event here in New York.

Along the way, I experienced what many people feel as they work on something new–I was  spending part of my time (against my better judgment) exhausting myself trying to predict and then control what people would think about my work.

Will they get it? Will this chapter hit home? Am I too far out on a limb?

This might not work.

At some level, “this might not work” is at the heart of all important projects, of everything new and worth doing.

And it can paralyze us into inaction, into watering down our art and into failing to ship.

I do my best work when I practice what I write about, and this time, I decided it was important to go as far out on a limb as I could.

The Icarus Deception argues that we’re playing it too safe, hence my need to go outside my comfort zone.

Changing the format, changing the way I interacted with some of my readers (using Kickstarter) and changing the timeframe of my work all combined to make this project the most complex one I’ve ever done.

Lots of moving parts, of course, but more scary, lots of places to fail. All very self-referential in a series of books about failure and guts and flying closer to the sun, of course. That’s the entire point, right?

Of course, trying to control what other people think is a trap. At the same time that we can be thrilled by the possibility of flying without a net and of blazing a new trail, we have to avoid the temptation to become the audience, to will them into following us.

Not only is it exhausting, it’s counterproductive. Sales (of concepts, of services, of goods) don’t get made because you’ve spent a sleepless night working on your telekinesis. They happen because you’ve made something worth buying, because you’ve outlined something worth believing in.

“This might not work” is either a curse, something that you labor under, or it’s a blessing, a chance to fly and do work you never thought possible.

As I slumped into my car, I turned on the radio. Stuck in the CD player, forgotten in the rush to get to the event, was the audio copy of Icarus.

(Download Audio Excerpt)

I don’t usually listen to my books after I’ve made them, but the recording sessions had been so arduous that I didn’t even remember making the recording. So there it was in my car, left behind as a quick refresher before I went onstage to give my first public talk about the book.

It turns out that I don’t just write for you. I also write to remind myself of what I’m hoping to become as well. Hearing myself, months later, reading something I didn’t remember writing or reading, I shed a few tears. Yes, this is work worth doing. Yes, being out on a limb is exactly where I want to be.

That’s where we’re needed… out on a limb.

Clean bathrooms

The facilities at DisneyWorld are clean. It’s not a profit center, of course. They don’t make them clean because they’re going to charge you to use them. They make them clean because if they didn’t, you’d have a reason not to come.

Paradox: It turns out that just about everything we do involves cleaning the bathrooms.

The facilities at Disney World are clean. It’s not a profit center, of course. They don’t make them clean because they’re going to charge you to use them. They make them clean because if they didn’t, you’d have a reason not to come.

Paradox: When you are trusted because you care, it’s quite likely the revenue will take care of itself.

Creating an environment where care and trust are expressed. If you take a lot of time to ask, “how will this pay off,” you’re probably asking the wrong question. When you are trusted because you care, it’s quite likely the revenue will take care of itself.

Paradox: You know something is important when you’re willing to let someone else take the credit if that’s what it takes to get it done.

When a conference works (and doesn’t)

When we get together with others, even at a weekly meeting, it either works, or it doesn’t. For me, it works:

…If everything is on the line, if in any given moment, someone is going to say or do something that might just change everything. Something that happens in the moment and can’t possibly be the same if you hear about it later. It might even be you who speaks up, stands up and makes a difference.

(At most events, you can predict precisely what’s going to be said, and by whom). In the digital age, if I can get the notes or the video later, I will.

…If there’s vulnerability and openness and connection. If it’s likely you’ll meet someone (or many someones) that will stick with you for years to come, who will share their dreams and their fears while they listen to and understand yours. (At most events, people are on high alert, clenched and protective. Like a cocktail party where no one is drinking.)

…If there’s support. If the people you meet have high expectations for you and your work and your mission, but even better, if they give you a foundation and support to go even further. (At most events, competitiveness born from insecurity trumps mutual support.)

…If it’s part of a movement. If every day is a building block on the way to something important, and if the attendees are part of a tribe that goes beyond demographics or professional affiliation. (At most events, it’s just the next event).

The first law of screenwriting is that the hero of a great movie is transformed during the arc of the story. That’s the goal of a great conference, as well. But it’s difficult indeed, because there are so many heroes, all thinking they have too much to lose.

Two people you might need in your professional life

An agonist. While an antagonist blocks an action, the agonist causes it to happen. Even more than a muse, a professional agonist might be exactly what you need to provoke your best work.

And of course, a procrastinatrix. Someone who’s only job is to hold you accountable for getting it done, now, not later.

In a world with fewer bosses than ever, when we are our own boss, these two functions are more important than ever. If you can’t find a way to do it for yourself, spend the time and the money to find someone to do it for you.

Neither job is particularly difficult to do, but it’s hard to do to yourself. Two more job titles for the future…

Idiosyncrasy in “experiments”; (Dec. 30, 2009)

Idiosyncrasy or cultural bias related to “common sense” behavior (for example, preferential priorities in choices of values, belief systems, and daily habits) is not restricted among different societies: it can be found within one society, even within what can be defined as “homogeneous restricted communities” ethnically, religiously, common language, gender groups, or professional disciplines.

Most disciplines (scientific or pseudo-scientific) have mushroomed into cults, with particular terminologies and nomenclature:  They want to impress the non-initiated into believing that they have serious well-developed methods or excellent comprehension of a restricted area in sciences.

The initiated on multidisciplinary knowledge recognizes that the methods of any cult are old and even far less precise or developed than perceived; that the terms are not new and there are already analogous terms in other disciplines that are more accurate and far better defined.

Countless experiments have demonstrated various kinds of idiosyncrasies. Thus, this series on idiosyncrasies.  I have already published one on “conjectures” in mathematics.

This article is intended to compare the kind of controlled experiments that are applied by scientists in (natural science), such as physical natural phenomena, engineering… and those developed by scientists dealing with the behavior of people or employing human participants in the experiments (psychology, sociology, economics, or education).

Although the physical sciences, such as all the branches in physics and chemistry…, used controlled experimentation long time ago, in order to develop the huge body of knowledge on the natural phenomena, it was the social and psychological sciences that tried to develop the appropriate and complex statistical modeling packages in order to study the more complex and more varied human behaviors.

It appears that the restricted and countable number of variables in studying the physical nature, and their relative lack of variability with time, did not encourage the physical scientists to contemplate sophisticated statistical models for their controlled experiments, or even to teaching the design of experiments in the engineering curriculum.

Before we expand on the variability of human behaviors it might be more appropriate to analyze the most critical difference in the two sciences. Knowing that any concept is synonymous with the corresponding necessary set of operations in order to be able to measure it scientifically in experiments, we can understand the big leap forward of the body of knowledge in natural sciences compared to the social and psychological sciences.

Whereas the physical scientists can define the concepts of force, moment, power and the like through the relationships of measurable variables based on length, time, and mass the scientists investigating human behaviors have to surmount that hurdle before seriously contemplating to measure human concepts.

Human behavior and the cognitive concepts of attitudes, mental abilities, and moods, problem solving mechanisms, perception, and the like cannot be measured scientifically until sets of operations are agreed on, for each one of these concepts, through the study of human activities or the things that people do while performing a valid task or a set of purposeful tasks.

For example, saying that color blindness is a deficiency that confuses colors will not cut it; what is needed are a set of instances that could define this illness such as what exactly are the colors of the spectrum with mixtures of two primary colors can a “protanope” (color blind individual) match that are different from normal people, he will confuse a blue-green color with white or gray, will confuse red, orange, yellow, yellow-green, and green when suitable brightness and saturation of these colors are used, and has reduced visibility in the red end of the spectrum.

Two decades ago the air force in the USA contracted out groups of psychologists and human factors professionals to specifically establish a set of operations that could be submitted to potential airplane fighters to measure and evaluate their capabilities for the mental and perception workload needed for the job.

This set of ten or twelve operations measuring short term memory capacity, reaction times, computational abilities, attention span, and types of errors committed in each operation is the kind of hurdles that the study of human behavior have to surmount.

The operation measurements of a single human concept may be a life project for a group of scientists that require secure and continuing funding from concerned parties who have vested interests in thorough study of the concept.  It is obvious that a few human concepts will enjoy deeper and more complete investigations than others.

Maybe because the physical scientists did not face the problems of establishing sets of operations that the method of controlled experimentation was not deemed essential enough to rigorously teach in high school programs, and ultimately failed to initiate the students to the experimental methods.

Social sciences made significant in-roads into the educational programs in the last decade.  This lack of early initiation of students to experimental methodology might also be the main reason why rational thinking and the experimental mind is not that widespread throughout all societies and are just confined to the privileged who could afford higher education at select universities.

Physical scientists rely on equipment to “objectively” observe and measure, and the more the equipment are precise the more accurate are the data.  Scientists of human behavior have to rely on people’s responses and observations.

It has been proven that man is Not a good observer of complex events; even when viewers are forewarned that they are to see a movie about a crime, and that they are to answer questions about details later on the accuracy of the observation, subjects were discovered not to be that accurate.

Man is unable to be an objective recorder of the events that transpire because he gets involved in the scene actions.  Man has a very narrow range of attention and barely can satisfactorily attend to a couple of stimuli. This observation deficiency is compounded by our sensory differences and illusions; for example, one in sixteen is color blind, many suffer from tone deafness, taste blindness and so on.

Man does not think of himself objectively but rather has convictions, feelings, and explanations based on very restricted experiences, hearsay  memories and he tends to generalize and develop a set of beliefs concerning the operation of the mind (idiosyncrasies).

Man usually expects to see, and then see what he wants to see, and hardly deviates from his beliefs, even when faced with facts.  For example, many scientists have overlooked obvious data because they clanged to their hypotheses and theories.

Man has to generate an abundance of reliable information and assimilate them before he could eliminate a few systematic biases that he acquired from previous generations and his personal experiences.  Consequently, experimenting with people is more complex and more difficult than the physical scientists or engineers have to cope with.

First, there are no design drawings for people’s mind and behavior as engineers are familiar with because the structure of human organisms is approximately delineated and the mechanisms are imperfectly understood.

Second, people vastly differ in anthropocentric dimensions, cognitive abilities, sensory capabilities, motor abilities, personalities, and attitudes.  Thus, the challenge of variability is different from physics where phenomena behave in stable fashions, are countable, and can be controlled with minimal management.

Third, people change with time; they change in dimensions, abilities and skills as well as from moment to moment attributable to boredom, fatigue, lapse of attention, interactions among people and with the environment.  People deficiencies in senses, physical abilities and cognitive capabilities changes with time and thus, the techniques of selecting subjects have to account for the differences in age, gender, specific deficiencies, training, educational levels, communication skills, and incentives to participate in an experiment.

Fourth, the world is constantly changing and systems used by people are changing accordingly.  Thus, interfaces for designing jobs, operations and environment have to be revisited frequently to account for new behavior and trends.

Fifth, everyone feels is an expert about human behavior on the basis of common sense acquired from life and specific experiences and we tend to generalize our feelings to all kinds of human behaviors but not so expert in the fundamentals of natural sciences such as physics or chemistry.

We think that we have convictions concerning the effects of sleep, dreams, age, and fatigue; we believe that we are rather good judges of people’s motives, we have explanations for people’s good memories and abilities, and we have strong positions on the relative influence of nature and nurture in shaping people’s behavior.  Consequently, the expertise of psychologists and human factors professionals are not viewed as based on science.

Six, physical scientists may enjoy the possibility of “testing to destruction” of prototypes or the materials under study, a luxury that experiments on people forbid or are impossible to do outside the safety range allowed by moral standards, laws, and regulations.  Research on people has to circumvent this major difficulty by using dummies, animals, or willing subjects thoroughly aware and educated to the dangers of the procedures.

Seventh, research on people is regulated by privacy laws and concepts such as consciousness, mental images, fatigue, and motives are highly personal experiences and not open to public inspection while science must be a public affair and repeatable by other researchers.

Consequently, human and social sciences developed terminologies that natural scientists cannot comprehend.  For a experimental natural scientists a variable is a variable.  What is on the left hand side of an equation is the data and what are on the right hand sides are variables and coefficients.

For social scientist you have dependent variables (data), independent variables (factors, manipulated variables, within group variables, between group variables, confounding variables, control variables, treatment variables, sub-group variables, and on).

Controlling an experiment in social sciences is a major project that requires months in preparations to eliminate biases related to people selections and material used by the subjects and the experimenter.

Social sciences have developed many “sophisticated” statistical analyses packages and each discipline prefers its own set of “experimental design” because the members are familiar with the interpretation of results and not because the experiments are pertinent or useful for practical usage.

Multidisciplinary studies are important for a university student to get clear on the many idiosyncrasies of disciplines and start reflecting seriously on what is objective, what is experiment, how valid are research results, how biased are research, and how to correctly interpret results and read scientific studies.

Producing a good reflecting “scientist’ is not an easy task; we are not searching for the appropriate equation but for a good formed scientific and empirical mind. Courses in experimental designs are fundamental even for philosophy students, especially in religious schools.




April 2020

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