Branson, Cuban, and Why the Quality of Advice Matters More than the Source

There's an experiment I always wanted to try.

My theory is people often focus more on the "quality" of the person who provides advice than on the quality of the actual advice itself. Say Warren Buffett gives you a stock tip; you'll listen closely. Get the very same advice from the guy behind the counter at your local deli... and you'll ignore it.

So I wanted to swap columns with a big name (here's looking at you, Richard Branson). I'd write "his" and he'd publish it under his name. He'd write "mine" and I'd publish under my name.

My theory is "Richard's" article would get tons of play, tons of positive comments, tons of likes and shares. Untold thousands of people would find it awesome and possibly even life changing -- even though I actually wrote it.

"My" article, on the other hand, would be decently received but not spectacularly so -- even though Richard actually wrote it.

Then we would come clean and hopefully spark a conversation on the nature of advice, asking questions like:

• "Would you have liked Jeff's post more if you had known it was Richard's?"
• "Would you have liked Richard's post less if you had known Jeff wrote it it?"

And, most importantly:

• "Do we often fail to evaluate the idea separately from the messenger... and in the process place too much or too little credence on the actual message?"

Unfortunately I never managed to talk anyone truly notable into participating. (Still looking at you, Richard. And you too, Mark Cuban.)

But it turns out I don't have to, since someone else beat me to it. What he did is fascinating... and says a lot about how we all apply context and framing to unknowingly filter what we see and hear.

Metro Music

A guy wearing jeans, a t-shirt, and a baseball cap walks into a Washington, D.C. Metro station and takes out his violin. He leaves the case open on the floor hoping for "tips." He plays for over 40 minutes while nearly 1,100 people walk by.

During that time only seven actually stop -- however briefly -- to listen. 27 tip him for a total of $32 collected. Everyone else ignores him.

Sound like the results you would expect for a street performer? Probably so... except the violinist was Joshua Bell, an internationally acclaimed virtuoso widely regarded as one of the world's greatest violinists.

Huh.

Context is (Almost) Everything

One reason Joshua was ignored is just like seeing a tiger in a zoo, commuters encountered him outside his natural habitat.

Put Joshua onstage at Carnegie Hall and the opposite would likely occur: even on his worst night an audience would probably still walk away feeling his performance was incredible because he's Joshua Bell appearing at Carnegie Hall! How could he not be awesome?

See Joshua in a Metro Station and he's just some dude hanging out near the subway trying to score a little cash. How could he be awesome?

How could "Richard's" article not be awesome?

How could "my" article be but so awesome?

But He's Mark Cuban!

Before you say it, I know: compared to me Richard Branson is much smarter, much more successful, and has way better hair. I'm not implying otherwise.

But we do all naturally add extra weight to advice we hear from people we admire and respect, and we all naturally subtract weight or even disregard advice we hear from people we don't respect as much (or simply don't know.)

Totally understandable -- and at the same time a huge problem.

Why? Say you run into Mark Cuban in an airport lounge. You tell him about your company. He he gives you advice.

And what happens? Within minutes you decide to pivot. You mentally scrap your entire marketing strategy. You're now convinced you should buy out your partner. Every word Mark speaks is forever burned on your brain... and why not? He's Cubalicious! He's Cubetastic! He's on Shark Tank!

(I'm in no way bashing Mark; read this and you'll know I really like him.)

And maybe Mark is right. Maybe you should pivot, should blow up your marketing plans, and should ditch your longtime partner.

But maybe he's not. No offense but Mark doesn't really know your business or your market or your partner. And he definitely doesn't know you. Sure, he's the Cubester, but his opinions are based on his background, his experience, and his perspective.

What's right for him may be far from right for you... but you don't think about that because he's Mark Cuban.

And Everyone Else Is Not

In all likelihood Seth Godin doesn't live around the corner from you. Malcolm Gladwell doesn't hang out at your coffee shop. Richard Branson doesn't kite surf on a nearby lake. (Although it would be pretty cool if he did.)

Most of the people you meet are not recognized as thought leaders and nor are they wildly successful. You won't automatically hang on their every word.

Nor should you -- but you should always listen.

Just as you should never reflexively accept a message because you admire the messenger, nor should you reflexively discount a message because you discount the messenger.

Opinions, advice, information: it's all data, and the more data you have, the better.

So make a conscious effort to strip away the framing you naturally apply to the source. Make a conscious effort to strip away natural bias -- positive or negative -- regarding the setting or environment.

Consider the advice, the information, or the opinion based solely on its merits.

Sure, the quality of the source matters, but ultimately the quality of the information -- and its relevance to your unique situation -- matters a lot more.

The more people you are willing to listen to the more data you will have at your disposal to make your own smart decisions. You don't have to agree, but you should always try to listen.

Because you never know.

So what do you think? Ever discounted or overly trusted the messenger?

I also write for Inc.com:

• 10 Daily Habits of Exceptionally Happy People
  
• 11 Body Language Tips That Can Improve Your Performance
• The 9 People You Meet in Business Hell
  
• 20 Statements That Will Dramatically Improve Your Life

(Branson by Jarle Navstick; Cuban by JD Lasica; question head bigstockphoto.com)

If you liked this post, you'll love my book based on four years of personal and professional advice --TransForm: Dramatically Improve Your Career, Business, Relationships, and Life -- One Simple Step At a Time. (PDF version here, Kindle version here.)

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