They Always Buy the Wrong House!

My wife and I watch House Hunters International on HGTV—a habit that we love, even as it drives us practically insane. I say we “watch” it but it’s more than that…we participate in it, actively. We make our first order decision: which house we would choose, and then our second order: which house we think the featured couple will choose based on their declared preferences, as well as their reactions to the houses. We look at data and metadata.

And more often than not, our prediction is utterly wrong.

A similar dynamic happens in the workplace. At the office, I try to review the data and the metadata, then anticipate the decisions of clients, co-workers, and suppliers. I’m sure you do, too. And perhaps, like me, you’ve concluded that decisions are made in a funny way. They’re clouded by all kinds of biases, and they’re not always conscious or explicable.

Understanding others’ decisions often starts with empathy—understanding their goals, priorities, and the internal mechanism for evaluating how likely options are to achieve those goals. You also need to look at their range of choices, consider what happens in the absence of a decision, and think about whether they’re looking for the perfect solution or simply one that will suffice. Then there are other parties to consider—how are they affected and whether they contribute to a decision. I’m probably leaving some elements out, but suffice it to say, it’s complicated but mappable.

When we receive a brief from a client, we frequently ask questions to verify the client’s intention, to confirm the things we believe, to eliminate uncertainties, and to reveal underlying logic or reasoning behind the initiative. The answers often lead us down an entirely different path than we anticipated upon our initial review.

In other words, a budget problem isn’t always a budget problem when examined carefully. And as Barry Schwartz argues in “The Paradox of Choice,” reducing the options to a short list reduces anxiety and enables better decisions. I think this is why I prefer shopping at Trader Joe’s. They’ve done the heavy lifting for me by reducing the items in each category to one or two. I can grab tomato sauce and know it’ll be fine without being overwhelmed wondering which sauce might be just a little better than the others. In short, I know it will suffice and I don’t need to spend extra time worrying about the marginal utility of restaurant style sauce versus homestyle, or chunky spicy sauce versus hearty rustico sauce.

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A third-generation printer, Dustin LeFebvre delivers his vision for Specialty Print Communications as EVP, Marketing through strategy, planning and new product development. With a rich background ranging from sales and marketing to operations, quality control and procurement, Dustin takes a wide-angle approach to SPC

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Comments
  • Mary Beth Smith

    Anyone who ever took a kid to McDonald’s knows you’ll get them fed faster if you limit their choices. Anyone who ever bought wallpaper knows there are too many choices in those monstrous books. At any age, in any situation, people become overwhelmed with limitless options.

    You are 100% correct regarding the importance of doing the "heavy lifting" before presenting the best purchasing options to your customer. Now if companies could only demonstrate to the marketplace that the unlimited pools of information (and misinformation) that they access online don’t necessarily help them make better choices. That’s why we still need good sales reps!