Posts Tagged ‘logic’

A large part of this exploration is to determine the attributes or characteristics of the type of individual that would excel in dealing with the wicked problem we face. The ability to grasp the whole picture at once is critical to being able to face the challenge. And not just grasp the problem, but understand the interrelationships between each of the components in a marketing experience. With so many moving parts, so many balls in the air, keeping a sense of where they are at any given time is a critical skill.

The definition of situation awareness allows us to break the skill into three parts:

“…is the perception of environmental elements within a volume of time and space, the comprehension of their meaning, and the projection of their status in the near future.” (Wikipedia, 2009)

Looking at the first part, you can understand that in an air combat context the pilot needs to have the ability to find and track other aircraft in the immediate airspace around him/her. Non-aircraft objects (like the side of a mountain) are also tracked and kept in a mental ‘holding pattern’. It is not until one of the objects exits the theater in some way that the pilot can let it go.

In a fractured marketing landscape the marketing strategist is also required to keep many, many environmental elements in mind as they work towards the resolution of a clients problem. Each channel, the targets, the messaging, the client, the creative, the market, the culture…and so on. The strategist must be able to quickly pick out the salient points.

In the second part, the pilot has to make a quick assessment as to the meaning of the object – is it a threat, how is it operating, what are my options. Being able to grasp the meaning of the object and act on it quickly is the key to success. The pilot must intelligently ignore the irrelevant and focus on that which requires quick resolution.

In the face of the information overload that we currently face, it has never been more important to be able to separate the signal from the noise. Grasping the meaning of a change in consumer behaviour, the appearance of a new trend, the market actions of competitors and so on is critical to achieving success. The key is to also be able to translate that understanding into action that will result in meaningful results.

The third part is about knowing what will happen next. Based on flight path or other signals, a pilot can predict the future state of another aircraft and start preparing the right course of action. Experience leads to a deeper understanding of the possible options and the reactions start to become tacit.

We are all trying to be futurists in what we do. For example, we plan programs based on predictive models or set target conversion rates based on customer behaviour. Planning is really just building a scenario and then acting on it. Research, brainstorming, discovery are all inputs into a scenario – of varying degrees of fidelity. This scenario is then acted upon when the program is produced and delivered.

Those of us that live and breathe in the digital space already exhibit the type of behaviour that builds this skill. Following a large number of people on Twitter demands a certain constant awareness of where others are and what they are engaged in. This has been called social proprioception. I would posit that in a marketing strategy skill context it is better to look at it as situation awareness.

We need to consider the challenge of paradox.

“The entire realm of strategy is pervaded by a paradoxical logic very different from the linear logic by which we live in all other spheres of life.” (Luttwak, 2001)

In his excellent book Strategy: The Logic of War and Peace, Edward N. Luttwak is talking about military strategy and the potentially beneficial behaviour of choosing the least ‘logical’ or inefficient approach to defeating one’s enemy. As I read the book, I realized that a similar paradoxical logic is also one of the factors contributing to the wicked problem we face in marketing.

Traditional marketing planning or strategy assumes a rational logic to the behaviour of individuals within a target group. That assumption is further supported by the use of research results to predict the response to a strategy or tactic. The conceit is that if we can figure out the right attributes of our target or figure out the behaviours of our target that are of highest value, then the plan to trigger the appropriate response is a nearly linear ‘if this then that’. But as we struggle with our challenge, it is becoming clear that the underlying logic of marketing is more and more paradoxical. In trying to control as much as we do, are we setting ourselves up for more failure because it is a Sisyphean goal?

Additionally, as we plan, we try to cover as many bases as possible. When there were limited options for reaching consumers, coordination would have been simpler and outcomes easier to manage. Now that there are so many variables at play, trying to keep a hand on every lever and a finger on every pulse may be impossible.

“…although each separate element in its conduct can be quite simple for a well trained force…the totality of those simple things can become enormously complicated when there is a live enemy opposite, who is reacting to undo everything being attempted, with his own mind and his own strength.” (Luttwak, 2001)

The current mind of the consumer actively works to unwind the efforts of marketers. The increasing level of skepticism, doubt, mistrust, self-knowledge, and sophistication works contrary to the marketer’s goal of finding a clear space to generate a consensual hallucination. While marketers try hard to simplify and fit the consumer into a persona or a segment model, the consumers become increasingly complex and difficult to classify.

We need to accept that the landscape is too complex and that we need to act differently than we currently do. We should consider that in the face of this complex monster we need to have a preference for the seemingly inefficient course of action. Taking the time to gold plate a brand or create an intricate ‘big idea’ may be the wrong approach. Perhaps there is a skeletal framework or a lattice structure that can be just enough for the consumers to build their world around. In paradoxical logic, the less articulated a program is may actually make it better.

Luttwak, E.N. (2001). Strategy: The Logic of War and Peace. Cambridge: Belknap Press.