Why do ideas fail? Even good ones?
Why are environmental scientists unable to engage the general
public despite overwhelming peer agreement. strong data and the
factthat the future of all humanity is hanging in the balance?
Why has gender equality, an idea with implict value, faltered
with women paid only 77 in the male dollar with 3% board
representation for over fifty years?
Why are so many new products relegated to clearance sales, how
is it that so many great sales people fall short of their monthly
targetsand what are leaders doing that they now face unprecedented
levels of disengagement?
And that's just during working hours In our personal lives:
parents feel more alienated from their children, our partners now
view uswith a look that says, "I am disappointed in you as a human
being," and we all seem rather incapable of dealing with ourselves
withanything more than the kind of withering judgement John Cleese
reserved for Manuel on Fawlty Towers. The problem is, we are all
selfish, scared and stupid.
Now we know what you're thinking: "Geez ... tell us what you rea
lly think " After all, we've all enjoyed decades of having the
smoke blown up our backsides by self-help gurus with massive teeth
claiming we are all "unique snowflakes filled with the spirit of
pure potentiality." But that's part of the problem. Most of us
suffer from positive bias - that is we live with a distorted view
of reality. We act as if we are all generous, bold and intelligent,
and as a result we adopt hope as a strategy, we shun criticism as
pessimism and at the first sign of negativity, we get our ostrich
on and bury our head in the sand, or else, pump our fists in the
air and recite cheery affirmations laced with doubt and
desperation. And the truth is, being selfish, scared and stupid has
played a critical role in our species' survival.
The point is, we don't design for failure, we design our
organisations, our teams, our systems, our products, relationships
and lives such that they can only succeed under perfect.
laboratory-like conditions. Anything less than perfect often means
catastophe. In "Selfish Scared & Stupid," we demonstrate that
to increase your chances of success in life, to get people to buy
and to buy-in, you should instead design for reality and appeal to
people's selfish, scared and stupid instincts.
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