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EVERYBODY PANIC!
 Overcoming Cultures of Fear
  in the Attention Economy
         May 22nd, 2012
CHANGE IS CONSTANT

OH NOES!
1999   2012
WE HAVE ALWAYS FEARED
WHAT WE DON’T UNDERSTAND
ALI Social Media and Healthcare Keynote Presentation 2012
CHANGE IS CONSTANT

OH NOES!
           WE LIVE IN A CULTURE OF FEAR
THE CULTURE OF FEAR IS A TERM USED BY
CERTAIN SCHOLARS, WRITERS, JOURNA
LISTS AND POLITICIANS WHO BELIEVE TH
AT SOME IN SOCIETY INCITE FEAR IN THE
GENERAL PUBLIC TO ACHIEVE PARTICULAR
GOALS, OFTEN BY GIVING
DISPROPORTIONAL ATTENTION TO A
PARTICULAR SUBJECT OR POINT OF VIEW
ACCORDING TO THE
DEPARTMENT OF EDUCATION:
28% OF STUDENTS REPORTED
BEING BULLIED IN SCHOOL
VS.
6% THAT REPORTED BEING
BULLIED ONLINE

HTTP://NCES.ED.GOV/PUBS2011/2011336.PDF
ALI Social Media and Healthcare Keynote Presentation 2012
CHANGE IS CONSTANT

OH NOES!
           WE LIVE IN A CULTURE OF FEAR



           THE ATTENTION ECONOMY AMPLIFIES
THE ATTENTION ECONOMY

HERBERT SIMON: A WEALTH OF
INFORMATION MEANS A DEARTH OF
SOMETHING ELSE: A SCARCITY FOR
WHATEVER IT IS THAT THIS INFORMATION
CONSUMES. A GLUT OF INFORMATION
CONSUMES THE ATTENTION OF IT’S
RECIPIENTS
OUR CULTURE HAS SHIFTED ITS REACTION
TO HARM AND MISHAPS

PEOPLE NO LONGER BELIEVE IN NATURAL
DISASTERS OR ACTS OF GOD. SOMEONE OR
SOMETHING IS RESPONSIBLE, AND
THEREFORE MISHAPS ARE REDEFINED AS
PREVENTABLE INJURIES
WHICH LEADS TO A VICTIM MENTALITY

PEOPLE ARE NO LONGER EXPECTED TO
RISE ABOVE DIVERSITY

AS SUCH, MISFORTUNES HAUNT PEOPLE
AND ORGANIZATIONS AND THE ‘VICTIM’ IS
VIEWED AS SOMEONE WHO SHOULD HAVE
KNOWN BETTER OR SEEN THIS COMING
WHICH LEADS TO WORST CASE THINKING

THE FEAR THAT ANY ACTION LIKE
INVENTING A NEW MEDICINE, LAUNCHING A
NEW PROGRAM OR OPENING PREVIOUSLY
CLOSED GATEWAYS MAY HAVE
CATASTROPHIC CONSEQUENCES

YES, BUT WHAT IF... DECREASES OUR
CULTURAL CAPACITY TO DEAL WITH
UNCERTAINTY
ALI Social Media and Healthcare Keynote Presentation 2012
BY ITS NATURAL CONCLUSION,
RISK BECOMES SOMETHING TO
AVOID, NOT AN OPPORTUNITY
TO BE SEIZED
SAFETY
NOT SUCCESS,
BECOMES THE ULTIMATE GOAL
THE PRECAUTIONARY PRINCIPLE:

THE DEMAND THAT INNOVATORS PROVE
THAT THEIR INVENTIONS WILL NEVER
CAUSE HARM BEFORE THEY ARE ALLOWED
TO DEPLOY OR SELL THEM.

ROUGHLY TRANSLATED:
IF AN ACTION MIGHT CAUSE HARM,
INACTION IS PREFERABLE
CHANGE IS CONSTANT

OH NOES!
           WE LIVE IN A CULTURE OF FEAR



           THE ATTENTION ECONOMY AMPLIFIES



           OUR BRAINS ARE NO HELP
THE AVAILABILITY BIAS:

IS A TERM THAT DESCRIBES HOW THE
PREFRONTAL CORTEX EVALUATES RISK
BASED ON THE AVAILABILITY OF SIMILAR
SITUATIONS IT CAN REDILY RECALL WHEN
MAKING DECISIONS
ALI Social Media and Healthcare Keynote Presentation 2012
ANCHORING:

IS A TERM THAT DESCRIBES THE COMMON
HUMAN TENDENCY TO RELY TOO HEAVILY,
OR "ANCHOR," ON ONE TRAIT OR PIECE OF
INFORMATION WHEN MAKING DECISIONS
QUESTION:
DEB IS BUYING A CAMERA ONLINE AND
NEEDS A CASE TO GO WITH IT. IN WHICH
CIRCUMSTANCE IS SHE LIKELY TO BUY A
MORE EXPENSIVE CASE?

•WHEN A WEB SITE RECOMMENDS A CASE TO HER AS SHE’S
PURCHASING THE CAMERA
WHEN SHE REALIZES LATER THAT SHE NEEDS A CASE
NEITHER OF THE ABOVE
COGNITIVE BACKFIRE:

IS A TERM THAT DESCRIBES THE
PHENOMENON THAT WHEN PRESENTED
WITH FACTS THAT CONTRADICT DEEPLY
HELD BELIEFS, THESE BELIEFS BECOME
MORE REINFORCED, NOT LESS
ALI Social Media and Healthcare Keynote Presentation 2012
ALI Social Media and Healthcare Keynote Presentation 2012
CHANGE IS CONSTANT

OH NOES!
           WE LIVE IN A CULTURE OF FEAR



           THE ATTENTION ECONOMY AMPLIFIES



           OUR BRAINS ARE NO HELP



           WHICH BRINGS US TO YOU
MY 5 STEP
PROGRAM TO
GUARANTEE*
SUCCESS
* NO ACTUAL GUARANTEES WILL BE PROVIDED
1. ALIGN WITH CORE ORGANIZATIONAL
   BELIEF SYSTEMS

2. FOCUS ON THE RIGHT PROBLEMS

3. CHANGE THE LANGUAGE

4. BROADEN THE SCOPE

5. PAY A COMPLIMENT
ALI Social Media and Healthcare Keynote Presentation 2012
Q+A
 Bill Evans
@ohnoitsmrbill

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ALI Social Media and Healthcare Keynote Presentation 2012

  • 1. EVERYBODY PANIC! Overcoming Cultures of Fear in the Attention Economy May 22nd, 2012
  • 3. 1999 2012
  • 4. WE HAVE ALWAYS FEARED WHAT WE DON’T UNDERSTAND
  • 6. CHANGE IS CONSTANT OH NOES! WE LIVE IN A CULTURE OF FEAR
  • 7. THE CULTURE OF FEAR IS A TERM USED BY CERTAIN SCHOLARS, WRITERS, JOURNA LISTS AND POLITICIANS WHO BELIEVE TH AT SOME IN SOCIETY INCITE FEAR IN THE GENERAL PUBLIC TO ACHIEVE PARTICULAR GOALS, OFTEN BY GIVING DISPROPORTIONAL ATTENTION TO A PARTICULAR SUBJECT OR POINT OF VIEW
  • 8. ACCORDING TO THE DEPARTMENT OF EDUCATION: 28% OF STUDENTS REPORTED BEING BULLIED IN SCHOOL VS. 6% THAT REPORTED BEING BULLIED ONLINE HTTP://NCES.ED.GOV/PUBS2011/2011336.PDF
  • 10. CHANGE IS CONSTANT OH NOES! WE LIVE IN A CULTURE OF FEAR THE ATTENTION ECONOMY AMPLIFIES
  • 11. THE ATTENTION ECONOMY HERBERT SIMON: A WEALTH OF INFORMATION MEANS A DEARTH OF SOMETHING ELSE: A SCARCITY FOR WHATEVER IT IS THAT THIS INFORMATION CONSUMES. A GLUT OF INFORMATION CONSUMES THE ATTENTION OF IT’S RECIPIENTS
  • 12. OUR CULTURE HAS SHIFTED ITS REACTION TO HARM AND MISHAPS PEOPLE NO LONGER BELIEVE IN NATURAL DISASTERS OR ACTS OF GOD. SOMEONE OR SOMETHING IS RESPONSIBLE, AND THEREFORE MISHAPS ARE REDEFINED AS PREVENTABLE INJURIES
  • 13. WHICH LEADS TO A VICTIM MENTALITY PEOPLE ARE NO LONGER EXPECTED TO RISE ABOVE DIVERSITY AS SUCH, MISFORTUNES HAUNT PEOPLE AND ORGANIZATIONS AND THE ‘VICTIM’ IS VIEWED AS SOMEONE WHO SHOULD HAVE KNOWN BETTER OR SEEN THIS COMING
  • 14. WHICH LEADS TO WORST CASE THINKING THE FEAR THAT ANY ACTION LIKE INVENTING A NEW MEDICINE, LAUNCHING A NEW PROGRAM OR OPENING PREVIOUSLY CLOSED GATEWAYS MAY HAVE CATASTROPHIC CONSEQUENCES YES, BUT WHAT IF... DECREASES OUR CULTURAL CAPACITY TO DEAL WITH UNCERTAINTY
  • 16. BY ITS NATURAL CONCLUSION, RISK BECOMES SOMETHING TO AVOID, NOT AN OPPORTUNITY TO BE SEIZED
  • 18. THE PRECAUTIONARY PRINCIPLE: THE DEMAND THAT INNOVATORS PROVE THAT THEIR INVENTIONS WILL NEVER CAUSE HARM BEFORE THEY ARE ALLOWED TO DEPLOY OR SELL THEM. ROUGHLY TRANSLATED: IF AN ACTION MIGHT CAUSE HARM, INACTION IS PREFERABLE
  • 19. CHANGE IS CONSTANT OH NOES! WE LIVE IN A CULTURE OF FEAR THE ATTENTION ECONOMY AMPLIFIES OUR BRAINS ARE NO HELP
  • 20. THE AVAILABILITY BIAS: IS A TERM THAT DESCRIBES HOW THE PREFRONTAL CORTEX EVALUATES RISK BASED ON THE AVAILABILITY OF SIMILAR SITUATIONS IT CAN REDILY RECALL WHEN MAKING DECISIONS
  • 22. ANCHORING: IS A TERM THAT DESCRIBES THE COMMON HUMAN TENDENCY TO RELY TOO HEAVILY, OR "ANCHOR," ON ONE TRAIT OR PIECE OF INFORMATION WHEN MAKING DECISIONS
  • 23. QUESTION: DEB IS BUYING A CAMERA ONLINE AND NEEDS A CASE TO GO WITH IT. IN WHICH CIRCUMSTANCE IS SHE LIKELY TO BUY A MORE EXPENSIVE CASE? •WHEN A WEB SITE RECOMMENDS A CASE TO HER AS SHE’S PURCHASING THE CAMERA WHEN SHE REALIZES LATER THAT SHE NEEDS A CASE NEITHER OF THE ABOVE
  • 24. COGNITIVE BACKFIRE: IS A TERM THAT DESCRIBES THE PHENOMENON THAT WHEN PRESENTED WITH FACTS THAT CONTRADICT DEEPLY HELD BELIEFS, THESE BELIEFS BECOME MORE REINFORCED, NOT LESS
  • 27. CHANGE IS CONSTANT OH NOES! WE LIVE IN A CULTURE OF FEAR THE ATTENTION ECONOMY AMPLIFIES OUR BRAINS ARE NO HELP WHICH BRINGS US TO YOU
  • 28. MY 5 STEP PROGRAM TO GUARANTEE* SUCCESS * NO ACTUAL GUARANTEES WILL BE PROVIDED
  • 29. 1. ALIGN WITH CORE ORGANIZATIONAL BELIEF SYSTEMS 2. FOCUS ON THE RIGHT PROBLEMS 3. CHANGE THE LANGUAGE 4. BROADEN THE SCOPE 5. PAY A COMPLIMENT

Notas do Editor

  1. FEAR GRABS OUR ATTENTION, GETS CLICKS, VIEWERS AND AD REVENUE. THE BIGGER THE FEAR MONGER, THE LARGER THE AUDIENCE. THE INTERNET RUNS ON KNEE-JERK REACTIONS
  2. “ BULLYING” YEILDS 19,000,000 HITS, SUGGESTING THE ONLINE FOCUS OF CYBER GETS MUCH MORE OF THE ATTENTION FEAR GARNERS ATTENTION. PAGE VIEWS, CLICKS, AD REVENUE
  3. WHILE A SEARCH FOR PHARMA SOCIAL MEDIA SUCCESS REVEALS ALMOST 5 MILLION MORE HITS, WHAT DO YOU THINK IS TALKED ABOUT AND REMEMBERED? FAILURE IS EASY TO TARGET, SOCIAL FACES AN UPHILL BATTLE SOCIAL DOESN’T STAND A CHANCE
  4. OUR BRAINS ARE BEING FLOODED WITH INFORMATION. IT’S TOO MUCH TO PROCESS.
  5. ROUGHLY TRANSLATED: SH*T NO LONGER HAPPENS, IT WAS CAUSED, AND THEREFORE WE HAVE RESPONSIBILITY IN THE OUTCOME
  6. STRANGE PARADOX, THE VICTIM IS RESPONSIBLE
  7. TO BE CALLED A RISK TAKER USED TO BE CONSIDERED A COMPLIMENT, NOW IT CARRIES A GENERALLY NEGATIVE CONNOTATION IN PHARMA, NO ONE IS CRITICIZED FOR NOT TAKING RISKS
  8. BUSINESS OUTCOMES AND PROJECT GOALS BECOME SECONDARY TO CREATING SAFE-HARBOR ZONES TO MINIMIZE LIABILITY AND RISK
  9. SO WE HAVE FEARMONGERS, CLAMORING FOR OUR ATTENTION, AND CULTURE BEING DEFINED BY THIS. WHY IS THIS HAPPENING?
  10. FEAR GRABS OUR ATTENTION
  11. PEOPLE PICK STOCKS BASED ON PAST PERFORMANCE, WHEN THAT HAS NO CORRELATION TO FUTURE PRICE
  12. AS A SECOND EXAMPLE, IN A STUDY BY DAN ARIELY, AN AUDIENCE IS FIRST ASKED TO WRITE THE LAST TWO DIGITS OF THEIR SOCIAL SECURITY NUMBER AND CONSIDER WHETHER THEY WOULD PAY THIS NUMBER OF DOLLARS FOR ITEMS WHOSE VALUE THEY DID NOT KNOW, SUCH AS WINE, CHOCOLATE AND COMPUTER EQUIPMENT. THEY WERE THEN ASKED TO BID FOR THESE ITEMS, WITH THE RESULT THAT THE AUDIENCE MEMBERS WITH HIGHER TWO-DIGIT NUMBERS WOULD SUBMIT BIDS THAT WERE BETWEEN 60 PERCENT AND 120 PERCENT HIGHER THAN THOSE WITH THE LOWER SOCIAL SECURITY NUMBERS, WHICH HAD BECOME THEIR ANCHOR. [4]
  13. THE CORRECT ANSWER IS 1. IF DEB IS BUYING AN EXPENSIVE CAMERA, THE COST OF THE CASE SEEMS MINIMAL IN COMPARISON TO THE COST OF THE CAMERA. A $30 CASE LOOKS A LOT CHEAPER NEXT TO A $600 CAMERA THAN WHEN A SHOPPER COMPARES IT TO OTHER COMPARABLE CAMERA CASES.
  14. “ THE GENERAL IDEA IS THAT IT’S ABSOLUTELY THREATENING TO ADMIT YOU’RE WRONG,” SAYS POLITICAL SCIENTIST BRENDAN NYHAN, THE LEAD RESEARCHER ON THE MICHIGAN STUDY. THE PHENOMENON — KNOWN AS “BACKFIRE” — IS “A NATURAL DEFENSE MECHANISM TO AVOID THAT COGNITIVE DISSONANCE.” YOU CAN’T OVERCOME FEAR WITH FACTS
  15. “ THE GENERAL IDEA IS THAT IT’S ABSOLUTELY THREATENING TO ADMIT YOU’RE WRONG,” SAYS POLITICAL SCIENTIST BRENDAN NYHAN, THE LEAD RESEARCHER ON THE MICHIGAN STUDY. THE PHENOMENON — KNOWN AS “BACKFIRE” — IS “A NATURAL DEFENSE MECHANISM TO AVOID THAT COGNITIVE DISSONANCE.”
  16. HAVE A MISSION OR A CREDO? ALIGN TO THAT. ITS A DEEPER HELP BELIEF. YOU CAN’T OVERCOME IRRATIONALITY WITH FACTS OR DATA WHAT IS THE CUSTOMER OR PATIENT PROBLEM YOU ARE TRYING TO SOLVE? TELL STORIES LANGUAGE MATTERS, BLOGGER VS ONLINE JOURNALIST GAMING, CONNECTIONS, MOBILE COMPARISONS PRIMES THE BRAIN FOR POSITIVITY