sales – An Aura of Fleeting Thoughts

As if the pandemic and a slowing global economy before that was not enough, we now have a whole community of morons and absolute idiots communicating and selling everything and anything promising everything but what a service or the product can do with that timeless 99.99% tag line somewhere around the communication!Join me here as we take a quick look into the what and why of this whole menace which seems to crop up each time humanity is faced with some odd, as if this was the elixir for which the pandemic had to happen for! What is really the unfolding and why do we, as humans individually and collectively get sold into this carp of 99.99% over and over again like a never ending roller coaster ride! So let’s move ahead!

Before you think, that I am one cynic of marketing, well I am not, what I am a little cynical about is, how people can be so gullible to buy into some stupid idea sold by someone who thinks they have been brilliant (while they are actually the ones’ who hang around on the edge of an average IQ which is fast diminishing with every weed and smoke that they consume!) which is anything but the truth! So from where does this whole crap of 99.99% emerge? Well to be honest, I did not have the time to do a thorough research, but my generous scientific and common sense based guess is that, sometime back somewhere in the streets of marketing some idiot would have done, at some point in time that unthinkable folly of claiming something to be 100% and would have ended up with tons and tons if law suits and claims, because of which this is the holy pathways that has been ever chosen- which is as senseless as the earlier one! This is so for the singular fact that no one really knows 99.99% of what! Sure enough, the labels and the packaging have all the technical narratives and explanations around “ideal conditions”, “test conditions”, “temperature, humidity conditions” so on and so forth, but still does not assure anything worthwhile or mean anything sensible that a scientific and rational mind may find it to be meaningful and welcoming! If you ask me, I think this is the biggest lie under the guise of marketing that has always been played over and over with consumers- whether they are consuming that priced cigar or that expensive piece of real estate or that odd perfume which is also labelled as “limited edition”! This whole 99.99% crap plays on one fundamental framework of the human mind- that intrinsic urge of the human brains to seek comparatives and alternatives (hardwired since our days of evolution to get the best of what we can in a “what if” scenario).

As the brain applies this frame to evaluate options that it is presented with (not that all of them have to existential choices- which they are turned into by those hyper smart catchy lines of a communication piece- at times hitting well below the belt of decency and ethics!) it ends up seeking short comparatives- data points, narratives, stories and as it does that what better and impactful then a few numbers- especially when they can be rounded off just below that magical 100, just a decimal or a few decimals short of it and there you go, you have a a great “stuck on” situation, wherein even an uninterested person is now going to stay for that extra fleeting second to know what that new crap of 99.99 % is about for this time! Let me tell you one thing, If you have someone that you care about in an ICU and your doctor wants to tell you the chances-you always want to hear is 100% and not anything short- simply because then you know that some shit is about to hit the roof- yet when the same garbage is served in a polished plate for some seemingly trivial product or service (which rip your wallets off using a baby face communication style) you are all ga ga and ready to lap to up like there is no tomorrow! So what is happening around with your mind? Why does it buy a set of numbers for one instance and relax for the other one?

Marketeers know this facet of the human mind too well to let that go (discount it, should I say!) you see the human brain, when left unto is more smarter then you! You see, the human mind is a powerful tool and runs on a very powerful sub-conscious engine, but when you begin to use it- the way you use it or not use it- greatly reduces the efficacy of that tool to help you and more often then not ends up harming you because the quality of choices that you force your brain to follow and there by the resulting actions take you onto a different route altogether! This is one of the reasons why not every scientist ends up being an Einstein and not every painter ends up being a Picasso! The moment your subconscious mind is fed with the 99.99% crap it knows it is all hog wash and relegates it as too trivial to engage with- basically it is telling you that this is all glorified garbage! But what happens here is that your interference and that dire need to socially conform to the masses around and ensure you don’t look like that child who missed out on that party “I was here”, “I too was here” kind of narrative nonsense buys up that crap and even as your brain may not want to, you end up splurging and buying that 99.99% of crap- knowing well all that it is being sold and all that promise of 99.99% has nothing to do with what the product or the services does and if there’s anything worthwhile that’s going to ever help you stay safe or sane it is going to be your own intrinsic unadulterated intelligence when applied right!

When the human mind notes that it’s laziness will not kill you, at times knowing your habit of overthinking and stretching, cribbing and sulking it simply gives up and gives into that stupid act of buying that dumb communication which promises a 99.99% free of virus, dark spots, blemishes, stains, surface cleansing and God alone knows what all! The sad part of all of this, people end up thinking they are being smart- when actually their own minds have really given up them from within , knowing that there is no end to this fool’s way of thinking! You see, you may have the most sophisticated brain on the planet, but if you decide to not use it for the purpose it was built and designed for, well you alone are to be blamed! if you buy a candles to keep your fire place warm! Well wait to see how wax shapes your melting future right in front of your eyes! So you may say fine, so what’s the problem if no one is getting killed? Does it really matter? Is it really that big deal?

Well ask any qualified psychologist and they will tell you, how big deal a conditioned mind can be especially when it is programmed and conditioned to crap theories and stimuli which go on to make it a wreaking machine rather then being a creative powerhouse! Through the story of human evolution, all greatness of the mind has almost always been achieved either in compelling situations of dire needs and existential crisis of societal proportions or these minds have flourished in times of serene calm and grandeur that made the minds to create and craft wonderful pieces of expression through science and arts! At no time was a mind ever able to produce a masterpiece which was calibrated at 99.99% of anything or something! Did you ever hear any scientists say that their discovery or innovation was 99.99%? I hope not! Deploying the human mind to read through the discount labels and 99.99% communication is nothing but an abuse of the magnificence of what the human brains is able to offer and gift us with! So what next?

Well to begin with allow science and common-sense to prevail! Sure enough if something doesn’t kill you enjoy the idiocracy around and smile about the dumbness around you (much needed in these times) but guard your mind- guard it fiercely from getting conditioned and receptive to these kind of false narratives and the only way to do that is to study the whole narrative of the 99.99% crap and see how the communication has been camouflaged and how smart of lousy that seems to the mind! This exercise alone will keep you mind ever more vigilant and ensure that the next time you get another piece of crap in your mail, you exactly know how to decipher what is not been said and what really the message is! As long s you are able to do this bit, your brain will be able to decipher and sieve through the onslaught of misdirected narratives and stories and promises which are anything but the truth and what’s more, you will be as sharp as you must and should be- no matter how dumb or idiotic the surrounding around you seem to be! Magically enough, the more you use your brain through the frame of enquiry and questioning based on rationality and science- you will begin to see dumbness and idiocracy more and more vividly and trust me, you will be entertained like no one else would ever have been! You will actual start to wonder if there has been a sudden surge in your IQ levels (which is unlikely of course) or is it that now you are able to see with more clarity all the crap that was always pushed towards you, simply because you took that small effort to change the frame of looking at the communication coming your way and did not lap it up as it came!

Well, I leave you here with these thoughts for now, urging you to see around your horizon to find instances of these 99.99% stories that are still nudging into your life all the time and see what is that you want to do about them, lap them up or decipher them and have a hearty laugh! These 99.99% stories are in a way also an indication of failing and falling creative opulence that humanity is now left around with and is reflective of the fact about how creative myopia sets in! Well, now if you want to know what is “creative myopia” all about, well I say, let’s look into that space some other time, perhaps the next article!

Ciao for now! Will be back soon and until then stay 100% at whatever you are and let that mean something sensible! Just remember you don’t want a doctor or that pilot flying your planet to be on anything less than 100% around you!

I am not too sure, but perhaps there was a wise person who one fine day decided that humanity must pursue all and only those things that can be measured and all that is been pursued must be measured, this self-defeating thought has led us to a point where that even the amount of happiness that we seem to experience in our lives has got reduced to the digital world of likes, comments and shares! Join me here as we try to understand why numbers are not everything- always and why the context and totality of the circumstances too matter!

Walk into any high performing sales organization, and yes, the only things that will ever matter are going to be number, well nothing wrong with that- whether those numbers are for the sales achieved or for the earnings and incentives made- either ways it works for everyone who is part of that system- but if you were to start evaluating the How and Why of the sale and When and Where of the sale, things will suddenly start to seem much more different then they are! Let me explain! Consider this, you have a young person who has joined the organization in the last quarter and has been able to win back three lost clients but the sale values are less then 50% of his target for the quarter- so has he performed or not? Did he do it the wrong way by investing more time to win clients back, rather than going for the easy kills and hitting that 100% target achieved tag? Well this is just one of those many examples that we come across the corporate world where in all the time people are talking about % achieved, “x” numbers instead of “y” a year back, 125% over the target (ask a puritan mathematician and they will tell you why anything over 100% looks outright stupid! The essence of % is to record what is within the 100% not ever above it!). In all these crazy and at times dumb and outrageous measurements what we forget to factor in is the most important aspect of everything around us- the human aspect associated with numbers!

Consider the pandemic that is being played out, apart from the real health issues that we have to fight and deal with as a society, what is also baffling is the amount of statistical junk and unwanted data that gets thrown out on our face day in and day out! More often then not all these numbers are data that are thrown are pure junk, let me tell you why! When what should be communicated is actual number of active cases (that is real people infected as of in that moment of reporting), often what is shared is the total number of cases since the onset of the pandemic- needless to say higher numbers are shared, more fear mongering and more chaos! If you thought the way we are dealing with the pandemic was bad, just see what’s happening around with the vaccines! The sample size of volunteers for the vaccines is not in the millions or the thousands (at least- what should be when it comes to clinical trials- across morbidity and medical health spectrum),but what we have as 100% success and promise about vaccines is limited to a few hundreds of people undergoing accelerated trials! So when these vaccines tested and cleared on the fast route hit the market shelves- I am not pretty sure if you want to be the first ones to go ahead and take that intriguing shot!

So why have societies taken a sudden liking to play around with numbers and represent only what the numbers say (which often is not the whole picture!)? What is playing out here? Well …read on!

You see, whether you like it or not, numbers have this power which is intrinsic to them (as they are absolute), it is only when metrics are added and when they are added the way it suits the person who is recording it- rather the way the big bosses want it to be- even a healthy number begins to look bad- let me clear this for you- the earlier example of that sales person- who won back three old clients- well so if you were to measure his success on the measurement of old clients won- keeping the target 0- he would have outperformed! but when you measure his performance only against his target- well he will look bad enough at 50%- possibly hanging on to his dear job! So what is the truth? Before I answer that, consider the vaccines’ that are likely to come up- they are 100% safe among how many- 100, 200, 300 and what are the population numbers that are going to get the shots- around 2 billion! Think about that- a trail done on a few hundreds is going to decide the fate of 2 billion people world over- let that sink in! Numbers are never the whole truth or the entire truth- like nothing is- I don’t want to sound philosophical here, but that is what it is- absoluteness is a mirage when it comes to applying that principle to the worldly things around us! So how do we go about this and make sense of the junk that we face day in and day out?

Well, first things first, if you are that sales guy and if you in that spot where you have not been appreciated or even had a mention of your efforts to win back lost clients, you should know right away- you are in a wrong place! You are basically in poker yard- where only sleight of hands matter and if you were to loose a few hands too often, you will be actually thrown out of that arena! As far as the other things that are concerned, the magical % and numbers and averages and fractions, the GDP’s, the Growth and Decline graphs everything that you see, think before you consume it! Practice the pause, and try to see what the numbers aren’t communicating enough– there has to be a contextual set around what has been presented and the first step is to see whether that is the right lens or frame to see and evaluate things through to begin with even before you want to decide what is the right thing to measure! In the case of a pandemic, measuring deaths is perhaps the only definitive metric to gauge the aggressiveness and severity of the infection and the spread of the virus among the vulnerable- everything else is just a statistical model- because eventually all of the other sets/ sub sets of data will live to tell the tale!

So, the next time you come across a hotshot, telling you details about stats and numbers, ask that person to pay a visit to the section of human studies, social construct and public policy, perhaps the person will have a changed mind- if not a changed heart- to revisit the numbers that they have- because they will too realise that- numbers are not the whole truth but a part of the whole truth and the whole truth can never be complete unless the human story is aligned and is part of that narrative! If numbers were truly supreme, the world would have been lead by all the people who had high scores across all the IQ and MENSA tests ever designed and administered- We all know for a fact that- we live in a world where fools have opinions louder than their wisdom and the knowledgeable are at times far too silent to even realsie that it’s not the noise around that they hear but their beating heart- which seems to be racing up and down as it witnesses dumb rule and the wise fail!

I leave you here with these thoughts, urging you to reflect upon how was your relation with numbers, how did you manage to extract completeness from them? Were you able to create value by adding relevant contexts and how did you stay away from adding ambiguity and ensuring that you did not measure what did not serve any purpose!

Ciao for now, will be back soon with another one, until than stay wise and yes, do read the text that comes with the numbers- always!