Objectivity

In my last three articles, I have rambled on about reception bias and how it’s a major problem we face in evaluating ideas fairly.

It’s about time I dive into the solution- objectivity.

Here’s a dump of what the internet has to say-

OBJECTIVE

(adj.) not influenced by personal feelings or opinions in considering or representing facts.

(noun) a thing aimed at or sought; a goal.

OBJECTIVE VS. SUBJECTIVE

Objective means verifiable information based on facts and evidence. Subjective means information or perspectives based on feelings, opinions, or emotions.

So what makes one objective??

1. Having an objective.
2. Taking actions that are objective-oriented.
3. Basing those actions on facts and not feelings.

Translated into the marketing context, this is what objectivity looks like when I get a brief from a client-

1. Thoroughly understand what the client wants and translate it into a SMART goal/objective.
2. Aim all actions towards the fulfillment of the objective.
3. Justify all those actions to the client using pure rationale and facts.

So, based on this, would you call yourself objective? Probably. But don’t pass the verdict just yet.

The first step in being objective is to have a SMART objective.

Start by asking yourself- what is my objective?

Let’s say I want to be good at photoshop. I completed a photoshop course. My photoshop skills significantly improve.

Do you think I was objective?

Let’s check whether my objectivity led me to my objective.

Objective: “to be good at photoshop.”

Outcome: “improved photoshop skills.”

Are these the same?

Even with these improved skills, I may not be able to satisfy my clients. I may feel my skills are good, but my clients may not. “Good” is subjective. If your goals are based on feelings, then they do not qualify as objectives. Because a subjective objective doesn’t exist; it’s a paradox.

What I feel is good today may not seem good to me tomorrow. Feelings-based goals fluctuate, because feelings fluctuate. Why waste your arrows shooting at a moving target when you can have a stationery target?

If your arrows don't land on the target, then your aim doesn’t qualify as accurate.?

If your objectivity cannot ensure that the objective you set is the outcome you reach, then it doesn’t qualify as objectivity.?

So what really makes one objective?

1. Setting an objective.
2. Taking actions that are goal-oriented.
3. Basing those actions on facts and not feelings.
4. Aligning outcome with the objective.

And when will you know if your outcome is the same as your objective? When you reach there!

Taking a slightly contrasting approach, objectivity alone cannot guarantee the fulfillment of an objective.

Having a good aim doesn’t ensure hitting the target every time. But it does reduce the chances of someone questioning your aim.

As boring as archery practice may seem, it’s actually fun when executed: It garners praise on your hits and the benefit of doubt on your misses.

Your hits will be looked upon as an outcome of your hard work, and not a fluke. Your misses will not result in your aim being questioned.

And sometimes, even with an exceptional aim, an unexpected gust of wind can cause your arrow to land on someone’s butt. And then, no amount of objectivity may save your ass.

Those are special circumstances; outliers; contingencies.

A few days back, an intern I trained submitted a strategy document to a client. It had a clear objective and suggestions based on solid facts.?

But those facts did not sit well with the client; it just wasn’t something they wanted to hear.

We never got a chance to execute that strategy, even though it was a fair plan. My response was not to make it into a lesson on what went wrong and what could have been better.

For such special circumstances, I’d just like to quote Dwight Schrute and say, “Not everything is a lesson, Ryan. Sometimes you just fail.”

The next article will break down the 3 pillars of objectivity, which lay the foundation to a solid aim. While they cannot guarantee approval of all your ideas, they’ll definitely guarantee your ability not being pointed fingers at.

Till then, I want you to give this a good thought- does the outcome determine whether you’ve been objective?