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Structure of Skill Acquisition
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Blueprint of business knowledge
“American managers are “assertive, aggressive, goal and action-oriented, confident, vigorous, optimistic, and ready for change. They are capable of teamwork and corporate spirit, but they value individual freedom. Their first interest is furthering their own career.“”
Management as set of techniques & interpersonal exercise
“British managers “are diplomatic, tactful, laid back, casual, reasonable, helpful, willing to compromise, and seeking to be fair.” However, they can be ruthless when necessary.“
Management as consensus-seeking activity via tactlessly honest directness
“Leadership in the Netherlands is based on merit, competence, and achievement. Managers are vigorous and decisive, but consensus is mandatory, as there are many key players in the decision-making process.”
Management as intellectual activity
Not techniques but the state of mind
“In France, authority is typically centered around the chief executive, and managers see themselves as valued leaders in society.“
The Skill & Will matrix is defined by the abilities and motivation of people working in the organization. Every quadrant deserves certain action to manage and lead people efficiently.
If you are a manager or consulting managers, there are the quadrants useful to recall.
Graphic display:
Loss aversion. Decision-making based on pain/pleasure dynamics. Customers are more willing to take purchasing risks to avoid losing rather than winning. There is more pain in losing 10 dollars than pleasure in winning 10. When marketing promotes products that help to lose less – the better. Your message to stop losing 100 dollars will be more effective than the message about saving 100 dollars.
Endowment effect. Customers value items that they own rather than the same items owned by others. Marketing messages focusing on establishing partial ownership of the product or service will design emotional attachment and people want to own it.
Anchoring. In decision making, people rely on the first information. It becomes a benchmark to evaluate the deal after negotiation. If the initial offer was 999 and negotiation led to 499, in the eyes of the customer it’s a great deal.
Decoy effect. Influence for decision making when the customer chooses between two options and the third one is introduced – a decoy. It often includes small, medium and large options with articulated pricing where decoy makes some alternatives unattractive in comparison and others – preferred which influences the purchase.
Overloaded options. When customers are presented with too many options – they can’t decide due to decision-making paralysis. When your marketing messages provide one or only a few options – easier to be picked. Easier to sell 2 types of soap rather than 20.
Framing. Framing establishes the context for decision-making. Using different words in your marketing messages may produce a better effect than using default words. Same thing – different words – different frames – different interest.
Consistency. Achievements convince people. When you are healthy, people would listen to your health advice. If someone was poor and became rich – you would listen to their advice to achieve similar things. When the company is in the market for 20 years, you would listen to what they have to say. When your message does not contradict with actions, it’s more influential. Nobody likes hypocrites.
Liking. When you like someone you will be persuaded by them. It speaks about relatability. Celebrities influence decision-making. That’s the reason why successful companies use them in advertisements. When you like someone, it will influence you. You are influenced by random attractive people too.
Authority. Experts influence you. You believe in scientists. You believe what doctors tell you. You believe what government says, you believe what your parents say. Teachers, police officers or people with uniforms influence you.
Scarcity. When something is limited – you want it more. Last ticket? You want it. Few products left – you want them more. Does something have expiration date? More interest. Limited availability makes things more attractive.
Social proof. Social norms influence. “8 out of 10 people choose it” phrase influence. Other people speaking about it makes it more believable. When your family, friends or neighbors do it – you will want to do it too.
Reciprocity. Give something for free and ask for little favor in return. People tend to be obliged to pay back if they received any favors in the past. People hate to be indebted to others. So if you give people, they will likely give back.