“There are things I can’t force. I must adjust. There are times when the greatest change needed is a change of my viewpoint.”– Denis Diderot

In a recent post, I talked about the growing “demonization” of wealth and success in America – about how the mainstream view of political economics is drifting rapidly toward the far left. Brad S, a reader, wrote to ask me, “How would you think the change of opinion from ‘demonization’ to ‘truth’ would occur? Or could it in our current society?”

It’s a good question. A good topic for a philosophical discussion. And were we to have it, I might say that I think widespread views like these tend to move in cycles.

The Never-ending Debate – on Everything – Between Contrarians and Mainstream Thinkers  

There are always people working to refute popular assumptions about important topics, whatever they may be. These people are writers and students and teachers and others that are, by nature, contrarian. They have the instinct to distrust conventional ideas, and spend what philosophical time they can trying to contradict the conventional with ideas of their own, ideas that are often polar opposites of accepted beliefs.

This happens on both sides of any belief system. When a Communist regime is in power, contrarians promote free markets and Capitalism. In an economy that is largely free, contrarians promote Socialism.

The same is true for all the important social and political ideas – including hierarchy vs. equality, individual freedom vs. government authority, even war vs. peace.

But we are talking now about people that are genuinely engaged by ideas. Most people aren’t seriously interested in ideas at all. Most people treat ideas like clothing. They pick those that correspond to their aesthetic preferences and are appropriate for their budgets. And they stick with them until their stylistic preferences and/or their budgets change.

Which is to say that most people don’t think at all. To put it in different words, most people are content with mimicking ideas that make them feel comfortable or justify their lifestyle and behavior. Most disagreements about politics, health, immigration, and religion fall into this category.

I enjoy a philosophical debate as much as anyone. But if a friend or colleague voices an idea that sounds like a well-cut suit, I shy away.

Sometimes I feel like this is not right. I wonder if I shouldn’t argue the topic anyway – that I shouldn’t dismiss the possibility of a mutually rewarding conversation. Is it my duty to point out where the sleeves are short or the hat doesn’t fit or where the threads are going bare?

And then I tell myself, “No. Don’t bother.”

I will shirk this individual responsibility and trust that there are plenty of contrarians out there that will do the work. That in these discussions of major social, economic, and political issues, there will always a proportion of mainstream thinkers and contrarians, of group-thinkers and individualists. And that although the number of mainstream and group-thinkers will always greatly outnumber the number of contrarians and individualists, the energy of the latter will always rise to the occasion and tilt the conversation towards some sensible truth. At least until the contrarian view is the dominant view. And then the cycle will resume.

I spend most of my time thinking not about how to change the world but how to change myself within the world. I like to think of myself as an individualist and a contrarian, but most of all as a pragmatist. The opposite of a pragmatist is an idealist. And an idealist in action is a zealot. As Joseph Conrad said, “Instead of clearing his own heart, the zealot tries to clear the world.”

pragmatism (noun) 

Pragmatism (PRAG-muh-tizm) is a practical approach to thinking of or dealing with problems, rather than using theory or abstract principles. As I used it today: “I like to think of myself as an individualist and a contrarian, but most of all as a pragmatist.”

In his farewell address, George Washington warned against future threats to the newly formed nation, including “entanglements” in foreign wars and the rise of political factions. He was smart to warn us. Too bad we didn’t listen. You can read the whole thing here history.com George Washington farewell speech in this article on History.com.

 

The Dead by James Joyce

The Dead is considered to be one of Joyce’s most important and also most revealing works. It is a novella – more than a short story but less than a novel. Even if you’ve read it before, it’s always worth reading again.

Two funny videos: One is about marriage counseling.

The other is about precocious toddlers.

Both are connected in my mind. It’s something about how, in this last decade or so, we’ve drifted into an Orwellian world where common sense has been tossed out the window and the most absurd ideas and behaviors are becoming legitimized.

“It’s much easier to fool yourself than to fool others.”– Michael Masterson

 A Quick Little Marketing Lesson: The Problem with “Listening” to Your Customers

“Don’t make assumptions about what your customers really want,” a marketing expert wrote in an industry magazine. “Just call them up or send them a survey. Conduct focus groups. Ask them what they want!”

On the face of it, this advice makes a lot of sense. But if you take it literally, you will likely end up making some very foolish marketing decisions.

Why? Because when asked what they “want,” most people will tell you what they think they want. Or they might say what they think will impress you. Rarely will they tell you what they will actually buy.

I’ve made this point many times. In Ready, Fire, Aim, I argued that customer surveys and focus groups are usually less than helpful for this reason. The truth is, if you give your customers exactly what they say they want, you’ll often end up losing sales… and you won’t know why.

Here is why…

Broadly speaking, there are two kinds of information you can get by asking your customers questions:

  1. demographic information, like age and gender and so on
  2. information about the kind of products and services they want from you

The demographic information is only marginally useful to direct marketers. They already have much more useful information – historical response data – that often supersedes or contradicts demographic assumptions.

And the information you get from your customers about the products and services they want can be misleading. Yes, they’ll tell you what they want or like. But it will be what they want to believe they want or like. Not what they really do.

When it comes to understanding your customers’ buying habits, there is only one way to do it. You have to present different products and offers to them. Then you see which ones get better results. That is the only way to know for sure.

The marketing expert I mentioned above used an analogy to make her point. She said that business is like marriage. If you really want to know what your prospect/spouse is thinking, the solution is simple. “Just ask her.”

Yeah, right.

supersede vs. supercede (verb)

To supersede (soo-per-SEED) is to take the place of a person or thing previously in authority or use. Supercede is a misspelling… and has been a common mistake for centuries. As I used it today: “[Direct marketers] already have much more useful information – historical response data – that often supersedes or contradicts demographic assumptions.”

The parachute is only one of many inventions attributed to Leonardo Da Vinci that seem to have more to do with modern technology than that of the Renaissance. A few examples…

* the aerial screw – which presages the helicopter, or at least the concept of vertical flight

* the ornithopter – which demonstrates an understanding of aerodynamics fundamental to the development of aviation

* the robot – not in the modern sense, but a self-operating automaton that was capable of moving without human aid/intervention

* the machine gun – a 33-barrelled thing, nothing like the modern machine gun but notable for introducing the concept of a rapid-fire weapon

* the diving suit – strikingly similar to early prototypes of the modern diving suit

(Source: HistoryLists.com)

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