Jeffrey Immelt, GE's CEO, has received a lot of publicity
recently for fostering "imagination breakthroughs" by encouraging
managers to think deeply about innovations that will ensure GE's
longer-term success. He has vowed that he will protect those working on
the breakthroughs from the "budget slashers" focused on short-term
success. Questions that this effort raises include: (1) Why so much
publicity? (2) Isn't "deep thinking" what leaders are paid to do? and
(3) Why do these kinds of effort require so much protection?
In their new book, Marketing Metaphoria, Gerald and Lindsay
Zaltman suggest some answers to the questions. In decrying the lack of
what they call "deep thinking" among managers and especially those
responsible for marketing, they suggest some things that get in its
way.
Among them are:
(1) reluctance to take risk, especially when
short-term performance is at stake,
(2) the fear of disruption
resulting from "thinking differently and deeply,"
(3) the potential
psychological cost of changing one's mind resulting from deep thinking
4) the lack of information providing deep insights on which to
base deep thinking.
According to the Zaltmans, while nearly all research techniques
commonly used today probe humans only at their conscious level, the
subconscious (offering deep insights) really determines behavior, and
that explains why humans don't behave as they say they will, whether in
buying or other behaviors. As a result, for example, four in five
product introductions perform below expectations.
The Zaltmans expand on ideas they have been studying for some years,
namely that strategies of all kinds can be based on insights gained
from listening in a disciplined way for metaphors that relatively small
numbers of people (consumers, managers, public servants, etc.) use in
the course of extended, probing interviews.
In these interviews, the
object is to use "surface metaphors," like "I am drowning in debt," to
identify "metaphor themes," like "Money is like liquid," and the
associated "deep metaphor," in this case "resource." They claim that
just seven deep metaphors—balance (equilibrium), transformation
(changing states or status), journey (as in life), container (keeping
things in and keeping things out), connection (feelings of belonging or
exclusion), resource (providing survival), and control—describe 70
percent of our inner feelings.
The objective is to find deep metaphors
that individuals share in common (a true market segment or a basis for
resolving a confIict) rather than differences. If we would just take
the time to explore them we would be able to realize such things as
more substantial, farsighted, successful new product introductions
(such as the hybrid auto ten years ago at Toyota); more successful
conflict resolution; and more significant innovation, à la GE, in
general.
This raises several questions:
Have the Zaltmans hit on a basic
problem of leadership and management today?
Are there appropriate
responses other than the one that GE is pursuing?
What is your
organization doing to combat the absence of deep thinking in
decision-making?
What are you doing to combat it in thinking about your
own life inside and outside the organization?
What do you think?
To read more:
Gerald Zaltman and Lindsay H. Zaltman, Marketing Metaphoria: What Deep
Metaphors Reveal About the Minds of Consumers (Boston: Harvard Business Press, 2008);
Gerald Zaltman, How Customers Think: Essential Insights into the Mind of the Market (Boston: Harvard Business School Press, 2003)