Friday, 7 September 2012

Ignore the obvious at your (and clients') peril.

Too many project proposals left agencies this week that over complicated the client issue and sold them something they didn't need. Sometimes the obvious gives us the answer.
Lot’s of the time we jump to an answer and then dismiss it simply because we’ve arrived at it too quickly.  It’s as if we don’t trust our own judgement or creative powers in a short time.

We ought to re-consider this.
Our unconscious brain is processing material faster than we realise (hence it’s NOT conscious). The under currents of our fast flowing mind can indeed short cut a great deal of distraction and hard work.
Consider this story an old college tutor passed on to us years ago...

In the late 80’s the University Sports dept opened up a gym with clever machines to measure heart rates and respirations.  You can imagine large beige BBC computers and dot matrix printers buzzing and humming whilst professors and psychologists tip toed over the wires and running machines plotting graphs as the students ran new personal bests.
One evening the dept opened up its new physio-lab to the greater good of the community and held a wine’n’cheese style evening. Junior students would serve the cava whilst ‘clever’ academic folk and ‘specialists’ in athletic performance would take other faculty heads around the facilities.
Both male and female students were jogging on the machines and it was noticed that the female chest/expansion/heart rate/oxygen-capacity/pulse/thingy graph had flat lined whilst the male graph continued to rise.  Both students were clearly working hard, but it was interpreted that the female chest ‘was at ease with itself’ whilst the male athlete struggled.
For an hour or so several theories bounced around the room and formed the start of some dangerous looking research papers that could soon become scientific fact.
Eventually a female undergraduate student who had been serving cheese on sticks all evening suggested that the graph looked different as the girl runner was wearing a sports bra.  Her chest couldn’t expand as much as the bra was doing exactly what it was designed to do.
The bra was removed.
Both graphs read the same.

Sometimes the most sophisticated people and the most sophisticated tools can’t do what we pick up at an intuitive level.
The key is to spot it in ourselves when it happens.

No comments:

Post a Comment