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Julia Galef: Scout Mindset

What the world needs now, more than anything else, is a greater degree of rationality. And Julia Galef is on a mission to help us get there.

Julia Galef
Julia Galef

Short Biography

Julia Galef was born in 1983, in Maryland. She studied statistics at Columbia University, graduating in 2005. Initially, Galef continued an academic career, starting an economics PhD course. However, it was not for her, and she moved to New York and began working as a freelance journalist.

There, she joined the New York Skeptics and, with philosopher Massimo Pigliucci started the podcast, Rationally Speaking, in 2010. In 2015, Pigliucci dropped out and Galef continues as the sole host.

In 2011, Galef moved to California to join a group of friends who had secured funding to start the Center for Applied Rationality. It began its work in 2012 and predominantly provides training in how to think more rationally. She is currently its president.

Hang on, Galef is a Public Intellectual…
What has that to do with Management?

Everything.

Management needs to be more rational. It isn’t that there is no place for intuition. It is, however, because intuition only serves us well in situations where we have deep experience.

And in a rapidly changing world where technology, commercial opportunities, and social policy are evolving at a phenomenal rate, none of your really crucial decisions can possibly be based on deep experience. Nobody has that.

So rational thinking is your best strategy for sound decision-making. And that means eliminating bias and exercising the techniques of good judgment.

Soldiers and Scouts: Galef’s Brilliant Metaphor

Galef has a great metaphor for understanding two mindsets, or ways of approaching reality. These mindsets manifest most clearly when we get into discussions or arguments in which we disagree with the other person’s analysis.

Soldier Mindset

A soldier needs to fight to survive. They are therefore trained to be defensive and combative. And by the nature of fighting forces, they are tribal too. The Soldier Mindset is therefore one of feeling safest when we are certain, and fighting against an opponent to protect ourselves. This may be defensive or offensive in nature, but there is value in being right and defending our position – even if it means attacking the other person.

Galef doesn’t say it, but I will. How familiar is this in modern western political discourse?

Scout Mindset

Scouts on the other hand are not tasked to fight, but to gather information. Facts, data and evidence are valuable to a scout, as is objective assessment of what they learn. Consequently, scouts are open to re-evaluate their evaluation, based on new information. The Scout Mindset is one of curiosity and a desire to cut through bias and prejudice to get at the truth. There is value for a scout in testing long-held assumptions and beliefs, so for them, there is no sense of losing face if they need to change their opinion.

Mindset, not Intelligence

This is not about intelligence, any more than Carol Dweck’s Fixed and Growth Mindsets are about intelligence. It is about how we address the complexities of the real world.

If what you value is the certainty of a simple analysis, and don’t want to let a few rogue facts spoil a good story, then you have a Soldier Mindset. And those facts will, eventually, spoil your story.

If, on the other hand, you recognise that the world is complex and the decisions you make are neither straightforward nor familiar, then you may feel you need to interrogate the data fully, listen to different perspectives, and draw careful but provisional conclusions. These will stand until conflicting evidence forces you to re-evaluate.

That is the Scout Mindset, and it sounds like the basis of grown up management to me.

Julia Galef at TED

Here is Galef speaking about the Soldier and Scout Mindsets at TED, in 2016.

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Philip Tetlock: Expert Judgment

Philip Tetlock has done more than any other academic to help us understand the process of forecasting and making predictions. He has shown us why experts don’t do well, and, with his latest work, has found the secret sauce of ‘Superforecasting‘.

Philip Tetlock
Philip Tetlock

Short Biography

Philip Tetlock was born in 1954 and grew up in Toronto. He studied psychology, gaining his BA and MA at University of British Columbia, before moving to the US, to research decision-making for his PhD at Yale.

His career has been entirely academic, with posts at University of California, Berkley (Assistant Professor, 1979-1995), Ohio State University (Chair of Psychology and Political Science, 1996-2001), a return to UC Berkley (Chair at the Haas Business School, 2002-2011), and currently, he is Annenberg University Professor at the University of Pennsylvania, where he is jointly appointed between the School of Psychology, Political Science, and the Wharton Business School.

Tetlock’s early books are highly academic, but he started to come to prominence with the publication, in 2005, of ‘Expert Political Judgment: How Good Is It? How Can We Know?‘ This book has become highly influential, by documenting the results of Tetlock’s research into the forecasting and decision making of experts. The bottom line is that the more prominent the expert: the poorer their ability to forecast accurately.

Tetlock’s most recent book, 2015’s ‘Superforecasting: The Art and Science of Prediction‘ is one of those few magic books that can change your view of the world, make you smarter, make you feel wiser, and inspire you at the same time. It is co-written with journalist Dan Gardner (whose earlier books cover Tetlock’s work [Future Babble], and that of Daniel Kahneman [Risk]) and so is also highly readable.

The Tetlock Two-step

In ‘Expert Political Judgment‘, Tetlock is a pessimist. He finds substantial evidence to warn us not to accept the predictions of pundits and experts. They are rarely more accurate than a chimp with a dartboard (okay, he actually compares them to random guessing).

Ten years later, in ‘Superforecasting’, Tetlock is an optimist. He still rejects the predictions of experts, but he has found light at the end of the predictions tunnel. The people he calls ‘Superforecasters’ are good at prediction; far better than experts, far better than chance, and highly consistent too.

If you want to understand how to make accurate predictions and reliable decisions; you need to understand Tetlock’s work.

Hedgehogs and Foxes: The Failure of Experts

In a long series of thorough tests of forecasting ability, Tetlock discovered a startling truth. Experts rarely perform better than chance. Simple computer algorithms that extrapolate the status quo often outperformed them. The best human predictors were those with lesser narrow expertise and a broader base of knowledge. In particular, the higher the public profile of the expert, the poorer their performance as a forecaster.

This led Tetlock to borrow a metaphor from philosopher Isiah Berlin: The fox knows many things but the hedgehog knows one big thing. The experts are hedgehogs: they know one thing very well, but are often outsmarted by the generalists who recognise the limitations of their knowledge and therefore take a more nuanced view. This is often because experts create for themselves a big theory that they are then seduced into thinking will explain everything. Foxes don’t have a grand theory. So they synthesise many different points of view, and therefore see the strengths and weaknesses of each one, better than the hedgehogs.

One result of Tetlock’s work was that the US Government’s Intelligence Advanced Research Projects Activity (IARPA) set up a forecasting tournament. This is an ‘Intelligence Community’ think tank. Eventually, Tetlock moved from helping design and manage the tournament, to participating.

Superforecasting: The Triumph of Collective Reflection

Tetlock, along with his wife (University of Pennsylvania Psychology and Marketing Professor, Barbara Mellers) created and co-led the Good Judgment Project. This was a collaborative team that was able to win the IARPA tournament consistently.

The book, Superforecasting, documents what Tetlock learned about how to forecast well. He identified ‘Superforecasters’ as people who can consistently make better predictions than other pundits. Superforecasters think in a different way. They are more thoughtful, reflective, open-minded and intellectually humble. But despite their humility, they tend to be widely read, hard-working, and highly numerate.

In a recent (at time of writing – https://twitter.com/PTetlock/status/738667852568350720 – 3 jJune 2016) Tweet, Tetlock said of  Trump University’s ‘Talk Like a winner’ guidelines :

Guidelines for “talking like a winner” are roughly the direct opposite of those for thinking like a superforecaster

The other characteristics that enable superforecasting, which you can implement in your own organisation’s decision-making, are:

  1. Screen forecasters for high levels of open-mindedness, rationality and fluid intelligence (reasoning skills), and low levels of superstitious thinking (Tetlock has developed a ‘Rationality Quotient’ or RQ). Also choose people with a ‘Growth Mindset’ andGrit.
  2. Collect forecasters together to work as a team
  3. Aim to maximise diversity of experiences, backgrounds, and perspectives
  4. Train them in how to work as a team effectively
  5. Good questions get good answers, so focus early effort on framing the question well to reduce bias and increase precision
  6. Understand biases and how to counter them
  7. Embrace and acknowledge uncertainty
  8. Take a subtle approach and use high levels of precision in estimating probabilities of events
  9. Adopt multiple models, and compare the predictions each one offers to gain deeper insights
  10. Start to identify the best performers, and allocate higher weight to their estimates
  11. Reflect on outcomes and draw lessons to help revise your processes and update your forecasts

 

Tetlock Explaining Fox and Hedgehog Theory

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Jennifer Aaker: Story Power

Jennifer Aaker wants you to get your message across. And her conclusion is that the best way you can do it is by telling a story. Stories are powerful, memorable, and impactful.

Jennifer Aaker
Jennifer Aaker

Short Biography

Jennifer Aaker was born in 1967 and grew up in California. She studied psychology at UC California, Berkeley, under Daniel Kahneman and Philip Tetlock, graduating in 1989. She went on to win a PhD at Stanford University’s Graduate School of Business in 1995.

She went straight into an academic role as Assistant Professor in the School of Management at UCLA Anderson. She then returned to The Stanford Graduate School of Business in 1999, becoming a full professor in 2004, and General Atlantic Professor of Marketing in 2005.

We try to avoid framing our management thinkers in terms of their family members, but it is relevant to note in passing that Jennifer Aaker’s father is David Aaker – now an emeritus professor of advertising. Clearly he was influential in Aaker’s interest in branding and you can watch the two Aakers in conversation about brand and marketing.

However, she has moved away from that as her primary interest, focusing on two areas:

  1. the psychology of happiness, and how it relates to our perceptions of time and money
  2. how we can communicate via social media, using the power of storytelling

The two link together, because small acts, often mediated by social media messaging, can have an effect on our happiness.

In 2010, Aaker co-wrote The Dragonfly Effect with her husband, Andy Smith.

Brand Personalities

Jennifer Aakers came to prominence researching the personalities we associate with brands. Her idea was to see if there are a small subset of ‘personality types’ that consumers associate with brands. These would be like the ‘Big Five’ personality factors* in people. Each one is clearly distinct from the others and together, they account for a large proportion of personality traits.

Her assessment was that bands do have ‘personalities’ and that consumers make consistent interpretations. So her research set out to narrow the number of different personality types down to five. In her paper**, she shows how she reduced brand personality labels down to:

  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness

The personality dimension that a brand chooses to emphasise will influence consumer buying and loyalty choices. She advocated that brands can select a dominant personality type to emphasise, and present related characteristics to its audience. This creates a way to communicate brand identity and values.

Interestingly, subsequent work show that her five dimensions are far more parochial than the true Big Five Personality Factors. Outside the US, where she conducted her work, other brand personality dimensions are dominant, including Peacefulness in Japan, and Passion in Spain.

The Dragonfly Effect

The metaphor Aaker and Smith chose is one of a dragonfly’s agility being dependent upon it co–ordinating the use of four wings. In communicating effectively using digital media, Aaker and Smith’s four components are:

  1. Focus
    What one goal will you pursue?
  2. Grab attention
    How will you seize your audience’s attention in a noisy environment?
  3. Engage
    What story will engage your audience and appeal to their emotions?
  4. Take action
    What will you ask of your audience, and what difference will they make?

What Goal?

Before you communicate, you need to decide on a goal. It will need to meet five design criteria:

  • Humanistic – affecting people
  • Actionable – inspire action
  • Measurable – clear success criteria
  • Clarity – cannot be further simplified
  • Happiness – achieving the goal will make people happier

Grab Attention

To grab attention, your message must  be at least one of:

  • Personal
  • Unexpected
  • Visual
  • Visceral

Engage

To engage your audience, you need to tell a story. Stories connect the audience to the story-teller and create an emotional response. This is important because we primarily make our decisions emotionally, and use reason to justify them afterwards.

Take Action

People should fee ready and able to take action. As much as possible, make it easy for them, and fun. And the more they feel you are offering them something that is uniquely tailored to them and their circumstances, the more readily they will act.

Jennifer Aaker talking about her Research on Happiness

… and how it relates to social media.

 


* The Big Five Personality Factors are: Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism

** Dimensions of brand personality, Jennifer L Aaker, JMR, Journal of Marketing Research; Aug 1997; 34, 3

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