Social Dilemma
Martin Kettelhut, PhD - Clarity Catalyst
To fulfilling even more of your truth
I watched “The Social Dilemma” (about 90 minutes, by Jeff Orlowski) on Netflix last night. Here are three take-aways for advisor/entrepreneurs:
- Being liked is addictive.
- Strength is not for sale.
- There is no way forward without a shared reality.
1. Being liked is addictive.
All of the big tech companies (Facebook, Google, Twitter, YouTube, Amazon) make their money by using algorithms designed to keep your attention, pointing you to more of the products, services, opinions, activities, politics, and entertainment you like. The stronger the algorithm, the better assured advertisers are that users will click and buy; and so the tech companies are able to sell more ads.
On the one hand, we see how simple the principle is behind the enormous success of these huge influences on our lives: get the user addicted to the feeling of being liked and sell their attention to advertisers. On the other hand, we can imagine social media founded on other principles, say reliable information or shared experience, consciousness raising or spiritual connection.
Your business, too, is based on your learning what’s important to prospects and clients and giving them next steps to take; but as advisor you provide something the tech companies do not. In addition to making recommendations showing your prospects and clients that you understand them, you also lead them in making choices aligned with their stated goals. Sometimes this means advising them to take actions they wouldn’t otherwise. The tech companies bring no leadership to bear, no interest in the health of your choices.
2. Strength is not for sale.
The word democracy comes from the Greek; demos means common people, kratos means strength or rule. Believers in democracy fight for and seek a better rule of the people; that’s what’s valuable and not for sale in a democracy. Oligos means few; an oligarchy’s strength lies in the fact that it places power in the hands of a few people. The strength of a meritocracy lies in the fact that it’s run by people selected for their ability. Those merits are invaluable; you can’t buy them. The big tech companies sell advertisements; this is why their algorithms are priceless, i.e. not for sale without complete brand change.
I’ve met advisor/entrepreneurs who endeavor to put the strength of their business in educating people; they’re in business to teach folks how to best spend, save, invest, and insure. I’ve also met advisor/entrepreneurs who endeavor to put the strength of their business in freedom; they’re in business to liberate clients from financial worry, paperwork, vulnerability, etc. What is the principle upon which your business is based? From where does your business’ strength derive? This is what makes you priceless; it’s not for sale.
3. There is no way forward without a shared reality.
In “The Social Dilemma” we see how the rule of advertisement sales has blithely left each of us with our own facts, our own individual realities. Everyone is watching fake news. That’s what feeds the largest enterprises mankind has ever known. Unfortunately, it has also created a world of anxious, fragile, depressed and lonely people, whose ability to connect and construct a better world is cut off at the knees. The very meaning of communication and socializing has come to have manipulation and suspicion baked right into it.
If we want our businesses to grow (not because we manipulated people into indulging their own worst habits, but instead) because our clients talk openly and highly about the guidance we give them (sometimes in spite of their worst habits), then we must communicate authentically, and avoid those who don’t. However, that is not enough: we only build businesses (and a world) that serve the community for years to come if we connect and share the same reality.
To overcome the social dilemma, 1) bring leadership, 2) clarify the principle upon which your business is based, and 3) get out there in this virtual world and connect authentically with someone whose news feed looks different from yours. The way forward is to understand their needs and serve them.
Yours truly,
Martin Kettelhut, PhD
303 747 4449
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