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Productivity

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Pop up ads are necessary for advertising business models

My friend tweeted me about how obnoxious web popups are. You know the kind: you’re reading a web page and your reading is interrupted by a pop-up urging you to join a mailing list or buy a product. It’s a total interruption, and almost everyone clicks past the popup. Why would merchants be so stupid, he asked.

They aren’t stupid. Because, my friends, those popups work.

We’re in an attention arms race that won’t be doing anything but escalating. The reality is that content is not free. It takes time and effort to put up web sites. Ultimately, those must be paid for somehow. Since very few people want to pay for content directly, advertising is the only way to pay for it. But the more ads we see, the more we ignore. Advertisers must get increasingly in-your-ace to have even a small chance of motivating you to buy something. And at the end of the day, it’s that purchase that helps them feed their families, not the legions of people who read for free and never spend a dime.

I hate popup ads too, but I make my living as a content creator. I understand the reasoning and reluctantly join in the war for attention, myself. Because if enough of you don’t buy my products and services, I’ll have to shut down my business and get a job plucking chickens or something. That wouldn’t be very pleasant for you, for me, or for the chicken.

So if you’ve enjoyed my free content, please consider supporting me by buying something in the shop, or joining my Time Control membership program.

Please don’t steal my products.

A friend just forwarded screen shots from a forum where the audiobook of my book has been posted by thieves. It’s been downloaded 202 times. I wish I could say I’m flattered, but I’m not. I’m just pissed. Two years of my life, tens of thousands of dollars of PR (not to mention lost income from time I spent writing Get-it-Done Guy’s 9 Steps to Work Less and Do More), and 161 Get-it-Done Guy episodes available for free, and people think buying one tiny little book (however magnificent and astonishingly useful) is just too expensive.

WTF??

If I save them 5 mins/day, it pays for itself 100 times over. I may sick Europa and Thomas on them… 🙂

Please remember that it takes incredible amounts of time and effort to produce a quality information product. If you steal and redistribute it, you’re just removing the incentive for me (and others like me) to produce more. I have to make a living, and I’ll find another way to do it if necessary.

If I’m really lucky, I may actually see royalty income in a couple of years. If I’m really, really, really lucky, I may even make enough to pay for the book launch.

“Information wants to be free” is stupid. Quality information is expensive to produce. Crappy information is free to produce. By paying nothing for information, you gradually select only for the crappy information produced by people and organizations who can do it for free. In other words, hacks and shysters.

You wouldn’t walk into a stereo store and take one home without paying. Don’t do it with an audiobook, or an online program or an electronic program. Ease of theft does not translate into the right to steal. And when people steal, ultimately they simply drive the quality producers out of the marketplace. (Or at least they will for me, since if I can’t make a decent living at this, I have no intention of producing more content. If there’s no income that comes from my podcast, it makes no sense for me to continue.)

Establishing a new habit

Today’s Get-it-Done Guy episode deals with how to form a new habit. Becoming more productive, setting new years resolutions, brushing your teeth differently … any sort of behavior change involves, well, changing behavior. Unfortunately, humans aren’t very good at changing behavior.

I’ve been fascinated for years by psychology and the human brain. I read research into cognitive and social psychology, behavioral finance, brain-based science, and so on, always looking for stuff that works to help develop new skills or change old ones.

I do all this because I love learning, and really enjoy anything that helps me do it better. One of the most effective models I’ve found for understanding how humans think is NLP or neuro-linguistic programming. Developed in the 70s, it’s considered a pseudo-science and not taken seriously.

I found, however, that I could use it and get effective, repeatable results. To this day, I teach elements of it to clients and friends and get demonstrable, measurable results.

Over time, various areas of science are independently discovering elements of NLP. Just this month in the January/February 2011 issue of Scientific America Mind, there’s an article discussing how we talk and think about the world in ways that correspond pretty directly to our bodies. In NLP, we call this “organ language” (I am shouldering a burden). Another NLP phenomenon called “submodalities” suggests that we speak literally about our internal world. “Things are looking up” would suggest that the speaker is making a mental picture and positioning it in the top area of their mental field of vision. I suspect submodalities will be next on the rediscovery agenda.

This Get-it-Done guy episode is the NLP “new behavior generator.” When it was developed 35 years ago, no one knew about mirror neurons, and sports psychology was in its infancy. Today, visualization is established as producing measurable results in sports performance. I’ve attempted to capture the essential elements of the actual behavior change technique, while augmenting it somewhat with poisoned apples and the occasional lesson in introspection and emotional self-management.

My prediction for the 2010s

In 1999, I put forth the theory that we all had enough basic computing power and the competitive shift in the 2000s would be towards usability and user interface. I think that was about half right. The other half was the rise of social media, powered in large part by smartphones (whose success may be partially due to usability and user interface).

My prediction for the 2010s is that we’ll shift from “be connected” to “be less connected, but in just the right ways.” I suspect that by about 2013, we’ll begin to see a real backlash against the total information saturation we’re currently experiencing.

Tips for Mastering E-mail Overload

Being at or near the the top of your organization, everyone wants a piece of you. So they send you e-mail. It makes you feel important. Don’t you love it? Really? Then, please take some of mine! Over 100 real e-mails come in each day. At three minutes apiece, it will take five hours just to read and respond. Let’s not even think about the messages that take six minutes of work to deal with. Shudder. I’m buried in e-mail and chances are, you’re not far behind. For whatever reason, everyone feels compelled to keep you “in the loop.”

Fortunately, being buried alive under electronic missives forced me to develop coping strategies. Let me share some of the nonobvious ones with you. Together, maybe we can start a revolution.

The problem is that readers now bear the burden

Before e-mail, senders shouldered the burden of mail. Writing, stamping, and mailing a letter was a lot of work. Plus, each new addressee meant more postage, so we thought hard about whom to send things to. (Is it worth spending thirty-two cents for Loren to read this letter? Nah….)

E-mail bludgeoned that system in no time. With free sending to an infinite number of people now a reality, every little thought and impulse becomes instant communication. Our most pathetic meanderings become deep thoughts that we happily blast to six dozen colleagues who surely can’t wait. On the receiving end, we collect these gems of wisdom from the dozens around us. The result: Inbox overload.

(“But my incoming e-mail is important,” you cry. Don’t fool yourself. Time how long you spend at your inbox. Multiply by your per-minute wage(*) to find out just how much money you spend on e-mail. If you can justify that expense, far out—you’re one of the lucky ones. But for many, incoming e-mail is a money suck. Bonus challenge: do this calculation companywide.)

(*) Divide your yearly salary by 120,000 to get your per-minute wage.

Taming e-mail means training the senders to put the burden of quality back on themselves.

How you can send better e-mail

What’s the best way to train everyone around you to better e-mail habits? You guessed it: You go first. First, you say, “In order for me to make you more productive, I’m going to adopt this new policy to lighten your load…” Demonstrate a policy for a month, and if people like it, ask them to start doing it too.

  • Use a subject line to summarize, not describe.

People scan their inbox by subject. Make your subject rich enough that your readers can decide whether it’s relevant. The best way to do this is to summarize your message in your subject.

BAD SUBJECT:

GOOD SUBJECT:

Subject: Deadline discussion              

Subject: Recommend we ship product April 25th

  • Give your reader full context at the start of your message.

Too many messages forwarded to you start with an answer—”Yes! I agree. Apples are definitely the answer”—without offering context. We must read seven included messages, notice that we were copied, and try to figure out what apples are the answer to. Even worse, we don’t really know if we should care. Oops! We just noticed there are ten messages about apples. One of the others says “Apples are definitely not the answer.” And another says, “Didn’t you get my message about apples?” But which message was sent first? And which was in response to which? ARGH!

It’s very, very difficult to get to the core of the issue.

You’re probably sending e-mail because you’re deep in thought about something. Your reader is too, only they’re deep in thought about something else. Even worse, in a multi-person conversation, messages and replies may arrive out of order. And no, it doesn’t help to include the entire past conversation when you reply; it’s rude to force someone else to wade through ten screens of messages because you’re too lazy to give them context. So, start off your messages with enough context to orient your reader.

BAD E-MAIL:

GOOD E-MAIL:

To: Billy Franklin
From: Robert Payne
Subject: Re: Re: Re: Please bring contributions to the charity drive

Yes, apples are definitely the answer.

To: Billy Franklin
From: Robert Payne
Subject: Re: Re: Re: Please bring contributions to the charity drive.

You asked if we want apple pie. Yes, apples are definitely the answer.

  • When you copy lots of people (a heinous practice that should be used sparingly), mark out why each person should care.

Just because you send a message to six poor coworkers doesn’t mean all six know what to do when they get it. Ask yourself why you’re sending to each recipient, and let them know at the start of the message what they should do with it. Big surprise, this also forces you to consider why you’re including each person.

BAD CC:

GOOD CC:

To: Abby Gail, Bill Fold, Cindy Rella
Subject: Web site design draft is done

The Web site draft is done. Check it out in the attached file. The design firm will need our responses by the end of the week.

To: Abby Gail, Bill Fold, Cindy Rella
Subject: Web site design draft is done

AG: DECISION NEEDED. Get marketing to approve the draft
BF: PLEASE VERIFY. Does the slogan capture our branding?
CR: FYI, if we need a redesign, your project will slip.
The Web site draft is done. Check it out in the attached file. The design firm will need our responses by the end of the week.

  • Use separate messages rather than bcc (blind carbon copy).

If you bcc someone “just to be safe,” think again. Ask yourself what you want the “copied” person to know, and send a separate message if needed.Yes, it’s more work for you, but if we all do it, it’s less overload.

BAD BCC:

GOOD BCC:

To: Fred
Bcc: Chris

Please attend the conference today at 2:00 p.m.

To: Fred

Please attend the conference today at 2:00 p.m.
To: Chris
Please reserve the conference room for me and Fred today at 2:00 p.m.

  • Make action requests clear.

If you want things to get done, say so. Clearly. There’s nothing more frustrating as a reader than getting copied on an e-mail and finding out three weeks later that someone expected you to pick up the project and run with it. Summarize action items at the end of a message so everyone can read them at one glance.

  • Separate topics into separate e-mails … up to a point.

If someone sends a message addressing a dozen topics, some of which you can respond to now and some of which you can’t, send a dozen responses—one for each topic. That way, each thread can proceed unencumbered by the others.
Do this when mixing controversy with mundania. That way, the mundane topics can be taken care of quietly, while the flame wars can happen separately.

BAD MIXING OF ITEMS:

GOOD MIXING OF ITEMS:

We need to gather all the articles by February 1st.
Speaking of which, I was thinking … do you think we should fire Sandy?

Message #1: We need to gather all the articles by February 1st.
Message #2: Sandy’s missed a lot of deadlines recently. Do you think termination is in order?

  • Combine separate points into one message.

Sometimes the problem is the opposite—sending 500 tiny messages a day will overload someone, even if the intent is to reduce this by creating separate threads. If you are holding a dozen open conversations with one person, the slowness of typing is probably substantial overhead. Jot down all your main points on a piece of (gasp) paper, pick up the phone, and call the person to discuss those points. I guarantee you’ll save a ton of time.

  • Edit forwarded messages.

For goodness sake, if someone sends you a message, don’t forward it along without editing it. Make it appropriate for the ultimate recipient and make sure it doesn’t get the original sender in trouble.

BAD FORWARDING:

GOOD FORWARDING:

To: Bill

Sue’s idea, described below, is great.

From: Sue
Hey, Abner:
Let’s take the new design and add sparkles around the border. Bill probably won’t mind; his design sense is so garish he’ll approve anything.

To: Bill

Sue’s idea, described below, is great.

From: Sue
Hey, Abner:
Let’s take the new design and add sparkles around the border…

  • When scheduling a call or conference, include the topic in the invitation. It helps people prioritize and manage their calendar more effectively.

BAD E-MAIL:

GOOD E-MAIL:

Subject: Conference call Wednesday at 3:00 p.m.

Subject: Conference call Wednesday at 3:00 p.m. to review demo presentation.

  • Make your e-mail one page or less.

Make sure the meat of your e-mail is visible in the preview pane of your recipient’s mailer. That means the first two paragraphs should have the meat. Many people never read past the first screen, and very few read past the third.

  • Understand how people prefer to be reached, and how quickly they respond.


Some people are so buried under e-mail that they can’t reply quickly. If something is important, use the phone or make a follow-up phone call. Do it politely; a delay may not be personal. It might be that someone’s overloaded. If you have time-sensitive information, don’t assume people have read the e-mail you sent three hours ago rescheduling the meeting that takes place in five minutes. Pick up the phone and call.

How to read and receive e-mail
Setting a good example only goes so far. You also have to train others explicitly. Explain to them that you’re putting some systems in place to help you manage your e-mail overload. Ask for their help, and know that they’re secretly envying your strength of character.

  • Check e-mail at defined times each day.

We hate telemarketers during dinner, so why do we tolerate e-mail when we’re trying to get something useful done? Turn off your e-mail “autocheck” and only check e-mail two or three times a day, by hand. Let people know that if they need to reach you instantly, e-mail isn’t the way. When it’s e-mail processing time, however, shut the office door, turn off the phone, and blast through the messages.

  • Use a paper “response list” to triage messages before you do any follow-up.

The solution to e-mail overload is pencil and paper? Who knew? Grab a legal pad and label it “Response list.” Run through your incoming e-mails. For each, note on the paper what you have to do or whom you have to call. Resist the temptation to respond immediately. If there’s important reference information in the e-mail, drag it to your Reference folder. Otherwise, delete it. Zip down your entire list of e-mails to generate your response list. Then, zip down your response list and actually do the follow-up.

  • Charge people for sending you messages.

One CEO I’ve worked with charges staff members five dollars from their budget for each e-mail she receives. Amazingly, her overload has gone down, the relevance of e-mails has gone up, and the senders are happy, too, because the added thought often results in them solving more problems on their own.

  • Train people to be relevant.

If you are constantly copied on things, begin replying to e-mails that aren’t relevant with the single word: “Relevant?” Of course, you explain that this is a favor to them. Now, they can learn what is and isn’t relevant to you. Beforehand, tell them the goal is to calibrate relevance, not to criticize or put them down and encourage them to send you relevancy challenges as well. Pretty soon, you’ll be so well trained you’ll be positively productive!

  • Answer briefly.

When someone sends you a ten page missive, reply with three words. “Yup, great idea.” You’ll quickly train people not to expect huge answers from you, and you can then proceed to answer at your leisure in whatever format works best for you. If your e-mail volume starts getting very high, you’ll have no choice.

  • Send out delayed responses.

Type your response directly, but schedule it to be sent out in a few days. This works great for conversations that are nice but not terribly urgent. By inserting a delay in each go-around, you both get to breathe easier.
(In Outlook, choose Options when composing a message and select Do not deliver before. In Eudora, hold down the Shift key as you click Send.)

  • Ignore it.

Yes, ignore e-mail. If something’s important, you’ll hear about it again. Trust me. And people will gradually be trained to pick up the phone or drop by if they have something to say. After all, if it’s not important enough for them to tear their gaze away from the hypnotic world of Microsoft Windows, it’s certainly not important enough for you to take the time to read.

Your only solution is to take action

Yeah, yeah, you have a million reasons why these ideas can never work in your workplace. Hogwash. I use every one of them and can bring at least a semblance of order to my inbox. So choose a technique and start applying it. While you practice, I’ll be on vacation, accumulating a 2,000 message backlog for when I get home. If you want to know how well I cope, just send along an e-mail and ask….

© 2004 by Stever Robbins. All rights reserved in all media.

See other stories in this series.

Defeating Overwhelm

My name is Stever Robbins, and I’m here to confess: I’m an overwhelm wimp.

Give me more than three things to handle at once and pop, my head explodes. It’s not just me—everyone seems to be suffering from daily overwhelm. At best, we flounder. At worst, we shut down entirely. You can’t be effective running ragged, living surgically connected to your cell phone, and cutting short every meeting because you’re way too on-the-run. If being the center of attention makes you feel important, go for it. Personally, I’d rather be sane.

I’ll warn you in advance: this article is about what’s good for you, not what’s good for business. How can you take care of yourself amidst the chaos?

Surviving in the moment

When overwhelm crashes down, your emergency rip cord is to physically take a break. Grab something to eat, walk around the block, and get away! Breathe deeply, with a long, slow exhale. And lean forward. I don’t know why, but leaning into overwhelm makes it less overwhelming.

Once you’ve calmed a bit, consider taking longer-term steps to recover your life. Overwhelm comes from too much, too fast. The solution is learning to say “no,” keeping firm boundaries, and going easy on yourself when you are not superman or woman.

If you choose sanity, step one is changing your thinking. Rather than worshipping productivity and efficiency, remember that there’s more to life than living it efficiently. There’s family, quality of life, joy, love, spirituality, and community, for starters.

Some of the following anti-overwhelm suggestions will be heretical. They’ll actually suggest that you reduce your productivity. After all, do you want to be highly productive, or do you want to have a life? You can’t do both.

The root problem is that our tools have become too good. We’ve made our lives so very efficient with our cell phones, PDAs, and e-mail. But does your Palm Pilot make you more efficient? If so, just wait. Expectations will expand to include your increased productivity. You’ll quietly lose your relaxation and recharge time, sacrificed to the Gods of efficiency.

Remind yourself on a regular basis that while a Blackberry tempts you with “efficient” e-mail handling, resist! It slowly infiltrates your life, demanding you to respond to e-mail at any time of day or night. Take it on faith that labor-savings devices demand that you labor more.

“But,” you cry, “I can multitask, getting more done quickly!” Multitasking is a myth. At least, quality multitasking is a myth. If you have several simple, brainless tasks, maybe you can do a couple at once. But if you need reflection or depth, forget it. Attention Deficit Disorder is a problem for people precisely because much of modern life really does demand more than ten seconds of sustained attention. Multitasking is a chance to accomplish many things poorly, all at once. It takes nine months to make a baby, and it takes focused concentration to make great breakthroughs.

In the people realm, multitasking can be deadly. Consider this: Effective leaders connect with their followers. When someone comes to you for direction and motivation, talking while checking your e-mail won’t inspire loyalty and commitment. If you’re not committed enough to give someone your full attention, why should they be committed to you?

The emergency solution

Our whole economy seems “just-in-time,” with lag times and delays removed. Here is one illustration. Recent banking deregulation allows checks to clear instantly, eliminating the “float” that provided many businesses with a few additional days of wiggle room to finance cash flow. Now, everyone must be that much more vigilant about their cash.

Just-in-time brings its own problems, too. Problems can happen, just-in-time. When one piece of our tightly coupled, precision system falters, the entire thing can come tumbling down. We risk utter collapse if we stop if even for a minute. Not exactly a recipe for sanity.

So make use of it: Become emergency driven. If the overwhelm is too great, rather than trying to avoid emergencies, orient your life around them. Ignore your inbox. Choose what you’ll let go, and then let go of it utterly and completely. What’s important will resurface as emergencies. Trust me, there will be some Type-A person in the next cubicle who will raise the alarm when a discarded initiative becomes critical. Then you can step in, do the work, and be a hero for saving the day. Sure, you can get promoted by doing it right the first time (assuming you work where such things are noticed), but you just may save your personal life by not doing it until it’s important.

It’s always possible that you have enough time to do everything, but just aren’t organized. I’ve spent four decades searching for the perfect organization system. The closest I’ve found is David Allen’s Getting Things Done: The Art of Stress-Free Productivity. He lays out a system that empties your inbox daily, turning items into “To-Do’s” and ensuring things get done. Of course, he doesn’t have much to say about what you do when you commit to too much that it takes a full workday just to process your inbox.

That’s because, as with technology, better organization will often result in temporary savings followed by increased expectations. This, you can control. Get yourself organized—but don’t tell anyone. Scatter books around your office and season the scene with old folders with papers spilling out of them. Then empty your real inbox (hidden in the corner behind the potted palm) daily, and enjoy an organized life.

Just enough

You’ll probably notice that many of my suggestions can result in slower career growth, less productivity, decreased efficiency. That’s right. In fact, here is the most powerful strategy of all: Settle for just enough. Unless you’re living in a really different world from me, you can’t have it all. You have limited time and attention. You can’t spend it all trying for “the most” in every category. Figure out what “enough” is and make that your target.

Just enough applies to money, too. If you’re driven by money, decide in advance when you can ease up. A real estate investor I know never set an “enough” goal for herself. The last time I saw her, she had been a millionaire for twenty years, and worth over $50 million. Was she enjoying life? Hardly. By not deciding what was enough, she was pushing herself as hard as if she were still working on her first million.

Just enough applies to title and status, as well. An executive vice president of a several-hundred-person company decided that she hated her job. So she decided to downshift to a director-level position that gave her just enough status. It worked like a charm. She later downshifted again, spending a year climbing Mount Kilimanjaro and leading safaris in Africa. “Just enough” gave her the freedom to create a much richer life.

Just enough information

This is big. In our Brave New Economy, information is plentiful, cheap, and usually irrelevant. Lots of information is useless; the right information is invaluable. In preparation for a client meeting, someone will often circulate a dozen pages of client “data dump” the night before. Overwhelming, certainly. But is it worth reading? Who knows?

Don’t just accept information. Start by choosing some good questions, ask them, and collect just enough information to get a good enough answer. You’re not shooting for a perfect decision every time; you want just enough good decisions so you still reach your goal.

Your intuition may be helpful in defining this elusive “enough.” The COO of a company may find she can begin to make the right decision most of the time with just 30 percent of the information she normally would collect.

Scheduled maintenance

One thing you should have “just enough” of is work itself! In the book The Power of Full Engagement, author Tony Schwartz points out that regulating your energy is key to being productive. That means taking frequent work breaks to rest, relax, and recover. The same holds true writ large; schedule vacations throughout the year, and make sure you take them. When on vacation, leave your Internet connection and cell phone at home. Never, ever call into the office.

The last way to reduce overwhelm is to make frequent use of “no.” Say it when someone tries to obligate you for something you don’t have time for. Say “no” when your boss sets targets that can’t be reached without burnout. Say “no” when someone wants your feedback for the tenth time on the same memo—tell them, “it’s GOOD ENOUGH.”

“No” is hard for most of us to say. We like to feel appreciated and useful to others. But far better to say “no” many times and concentrate on a few great wins than to say “yes” after “yes” after “yes” and deliver poor results.

If saying “no” doesn’t work, take a drastic course: Let go. Stop caring. If your environment is demanding too much of you, let go of it. (And if you’re a leader, don’t put your people in the position of having to make this choice!) In a choice between sanity and emotional buy-in, choose sanity.

Detaching doesn’t have to mean that you do less work. In fact, if you detach in just the right way, you can start delegating out work you previously guarded with your life. Find someone who can do the work better, then let them go at it. The key to delegation, however, is striking the balance between sharing the burden and caring enough to make sure things get done.

At the end of the day, it’s not like there’s much choice. You will reduce your overwhelm. Either you’ll do it voluntarily and deliberately, or you’ll do it when you collapse with a nervous breakdown. You owe it to yourself to take control of your own life and make the hard choices now, when they’re uncomfortable, but doable. Something’s got to give. Don’t let it be you.

© 2004 by Stever Robbins. All rights reserved in all media.

See other stories in this series.

The Path to Critical Thinking

Question
Can you write a refresher on critical thinking?

Answer
We business leaders so like to believe that we can think well, but we don’t. Only one in seven even reaches the top 10 percent of quality thinkers.1
The rest of us haven’t even read a book on critical thinking, much less practiced. We could fill a book on the topic, but instead, let’s indulge in the highlights of what makes for good critical thinking about decisions.

What’s logic got to do with it?

Nothing! We don’t use logic to decide, or even to think. And a good thing, too, or the advertising industry would be dead in the water. Unfortunately, all of our decisions come from emotion. Emotional Intelligence guru Daniel Goleman explains that our brain’s decision-making center is directly connected to emotions, then to logic. So, as any good salesman will tell you, we decide with emotion and justify (read: fool ourselves) with logic.

Purely emotional decision making is bad news. When insecurity, ego, and panic drive decisions, companies become toxic and may even die. Just look at all the corporate meltdowns over the last five years to quickly understand where emotional decision making can lead.

Critical thinking starts with logic. Logic is the unnatural act of knowing which facts you’re putting together to reach your conclusions, and how. We’re hard-wired to assume that if two things happen together, one causes the other. This lets us leap quickly to very wrong conclusions. Early studies showed that increasing light levels in factories increased productivity. Therefore, more light means more productivity? Wrong! The workers knew a study was being done, and they responded to any change by working harder, since they knew they were being measured—the Hawthorne Effect.

We also sloppily reverse cause and effect. We notice all our high performers have coffee at mid-morning, and conclude that coffee causes high performance. Maybe. Maybe not. Maybe high performers work so late and are so sleep deprived that they need coffee to wake up. Unless you want a hyper-wired workforce, it’s worth figuring out what really causes what.

There are many excellent books on logic. One of my favorites is the most-excellent and most-expensive Minto Pyramid Principle by Barbara Minto. It’s about logic in writing, but you can use it for any decision you want to think through in detail.

The trap of assuming

You can think critically without knowing where the facts stop and your own neurotic assumptions begin. We aren’t built to identify our own assumptions without lots of practice, yet the wrong assumptions are fatal.

When we don’t know something, we assume. That’s a fancy way of saying, “we make stuff up.” And often, we don’t realize we’re doing it. When our best performers leave, our first (and perhaps only) response is to offer them more pay, without realizing that other motivations like job satisfaction or recognition for accomplishments might be more important.

Finding and busting “conventional wisdom” can be the key to an empire. For decades, the standard video rental store model assumed that people wanted instant gratification and, to get it, they were willing to drive to a store, pay a rental fee for a few days’ access, and then drive back to the store in a few days to return the movie. Thousands of big and small video rental parlors popped up across the country using this model. But Reed Hastings challenged those assumptions. He calculated that people would trade instant gratification for delayed, and would pay a monthly fee if they could have movies mailed to them, which they could keep as long as they liked. The result? Netflix. Estimated 2005 revenue: $700 million.

Assumptions can also cripple us. A CEO confided that he never hires someone who backs into a parking space. His logic (and I use the term loosely): The person will use time at the start of the day so they can leave more quickly at the end of the day. He assumes face time equals results. In whose world? Many people tell me they get more done in an hour at home than in eight hours in an interruption-prone office. How many great employees will he miss because he’s not examining his assumptions?

Some assumptions run so deep they’re hard to question. Many managers can’t imagine letting people work fewer hours for the same pay. “If they go home earlier, we have to pay them less.” Why? “Hours = productivity” is true of assembly lines, but not knowledge work. Research shows that it’s not how much you work, but the quality of the work time that drives results.2 But in most workplaces, hours count as much as results.

Next time you’re grappling with a problem, spend time brainstorming your assumptions. Get others involved—it’s easier to uncover assumptions with an outside perspective. Then question the heck out of each one. You may find that one changed assumption is the difference between doing good and doing great.

The truth will set you free (statistics notwithstanding)

Have you ever noticed how terrified we are of the truth? We’re desperately afraid that the truth will reveal us as incompetent. Our situation really is hopeless. We really aren’t as great as we pretend. So we cling to our beliefs no matter how hard the truth tries to break free.

Guess what, recording industry: Electronic downloads have changed the nature of your business. Start asking how you’ll add value in a world where finding, packaging, and distributing sound is a commodity. Hey, ailing airlines: Oil’s expensive, customers won’t pay much, and you have huge capital costs. That hasn’t stopped Southwest, Jet Blue, and others from making a fortune.

Nothing tells the truth like solid data and the guts to accept it. But it’s difficult in practice. When was the last time you identified and collected data that contradicted your beliefs? If you found it, did you cheerfully change your belief, or did you explain away the data in a way that let you keep your comfortable pre-conceptions?

Here is a great exercise for your group or company. Have your general managers list your industry’s Unquestioned Truths, which they then must prove with data. When a Fortune 500 CEO recently ran this exercise, Surprise! Some “absolute truths” were absolutely false. Now he can do business his competitors think is nuts. Analysts will say he’s off his rocker, until his deeper knowledge of truth starts making a small fortune.

One caveat: Be picky about where you get your data. The Internet can be especially dangerous. The miracle of technology lets one bad piece of data spread far and wide, and eventually be accepted as truth.

Help! I’ve been framed!

Not only may your data be disguised, but the whole problem itself may be disguised! It seems obvious: we’re losing money, we need to cut costs. Not so fast! How you “frame” a situation—your explanation—has great power. Remember assumptions? Frames are big ol’ collections of assumptions that you adopt lock, stock, and barrel. They become the map you use to explore a situation.

You’re negotiating an acquisition. You’re chomping at the bit. It’s WAR!! Competition is all. The frame is combat!

Or, you’re negotiating an acquisition. You’re on a journey with the other party to find and split the value buried at the X. You still track your gains and gather intelligence, but the emphasis is on mutual outcomes, not “winning.”

In a zero-sum one-time negotiation, a combat frame may be the best tool. But in a negotiation where you’re free to develop creative solutions that can involve outside factors, the journey frame could work best. “Instead of $100K, why don’t you pay $75K and let us share your booth at Comdex?”

Frames have great power! Presented with a potential solution to a problem and told, “This course of action has a 20 percent failure rate,” few managers would approve. When that same solution is presented as having an 80 percent success rate, the same manager is going to consider it more deeply—even though a 20 percent failure rate means the same thing as an 80 percent success rate! The frame changes the decision.

Are you brave in the face of failure? Most people aren’t. I recommend the responsibility frame: “What aren’t we doing what we should?” The responsibility frame sends you searching for the elements of success.

The beauty is that no one frame is right, just different. The danger is when we adopt a frame without questioning it. You’ll do best by trying several different frames for a situation and exploring each to extract the gems.

People are our greatest asset. Really

Critical thinking isn’t just about what happens in our own brains. When you’re thinking critically in business, bring in other people! We don’t consider the people impact in our decisions often enough. In fact, we pooh-pooh the “soft stuff.” We feel safe with factors we can calculate on our HP-12B. But in truth, business is about people. Multibillion-dollar mergers fail due to culture clash.

Customers, suppliers, partners, employees. They’re as much a part of your business as that sparkly new PC you use to play Solitaire. How will your decisions change their lives? Imagine being them and let your imagination change your decisions.

The Gallup organization estimates that 70 percent of America’s workers are disengaged, and disengaged workers are dramatically less productive, creative, and committed than engaged workers. Yet few strategy meetings ask, “How can we engage our employees more?” It’s as if we say people are our greatest asset—but we don’t really believe it. If you want to improve your critical thinking, get other points of view.

A stitch in time saves nine

Of course you know you should think about the consequences of your actions. But with information overload, quarterly earnings pressure, sixty-hour weeks…who has the time? We don’t think much beyond the end of our nose.

But technology leverages the effects of our decisions throughout the organization and even across the globe. So good thinking demands that you consider consequences over many timeframes. Think out a month, a year, a decade, many decades. That tanning booth looks great when you consider how you’ll look in a week, but is it worth looking like a leather overcoat ten years from now?

Long-term junkies like me are great at creating ten-year plans, but managing next month’s cash flow? Not likely. Short-term junkies are more common; they’re the ones who discount to make this quarter’s numbers, while tanking the company in the process. You can do better by considering multiple timeframes.

I could go on, but there’s plenty here to chew on. Think about a decision you’re making, and pull in the rigor:

  1. Make sure you understand the logic behind your decision.
  2. Identify your assumptions and double-check them.
  3. Collect the data that will support or disprove your assumptions.
  4. Deliberately consider the situation from multiple frames.
  5. Remember the people!
  6. Think short and long term.

Good luck.

© 2005 by Stever Robbins. All rights reserved in all media.

See other stories in this series.

One woman’s story divorcing her technology

In my book, I discuss the need to “divorce your technology” to eliminate distractions in your life. One woman wrote in telling her story of divorcing her technology.

Dear Stever-

I hadn’t even finished the introduction of your new book before benefitting from it. The preview of the nine steps begins with “… a lot of what you call work has very little to do with getting anything important done in life. Like when I compulsively check my social media sites every hour. That kind of thing must go.”

I’ve noticed how much time I waste reading blogs with Google Reader. I’d planned to use some upcoming travel as a natural disruption for that habit. I don’t want to waste my travel time staying caught up on blogs.

I’ve already tried organizing them into folders like “Sometimes” and “Rarely”. It didn’t work. It bugs me when I see the number of unread posts build up, and I waste time marking things read. They had to go.

“But, but, but –“, I thought, ” I really LIKE some of them. I might want to read them again, and I’ll never find them if I unsubscribe.”   I made a parking lot file and started copying and pasting links. This was a full-on illustration of why they must go.  After  an hour and a half had elapsed, I’d wandered through many interesting posts on language, holistic learning, travel tips,  how to write a thesis, learning styles, and found three new interesting blogs.  Total unsubscribes: 25.

Then I found the Manage Subscriptions link.  How appalling — I discovered I was still subscribed to 135 blogs.  That’s almost Intervention levels.  No wonder there was always something fresh to read when I visit the Google Reader site.

I booted all the blogs I new were no longer interesting or active.  Then I exported the list as my snapshot of Someday I May Need This.

After the first cut I got it down to 74. Still appalling, but a sort of progress.

The remaining blogs fall into four categories:

1) Stuff I’m Supposed To Read But Don’t Actually Like.  This includes tech industry news, and cool kid blogs like Io 9.  After sleeping on it for a night, I’m ok letting them go. After all, I have a parking lot list.

2) Reading About An Exciting Life Instead Of Having One.  When I pick up a hobby I subscribe to blogs. Sometimes  I spend more time reading about things than doing them. Sometimes these blogs intimidate me so much it’s safer to read than to do.

3) Legitimate but Indiscriminate.  Can I tell you how many travel blogs I subscribed to?  Once I see a few more posts, a couple will wind up being keepers. This time I’ll ditch the rest.

4) The Good Stuff.  These are the few, the proud where I read every post. For some, I know the author and want to keep up on their life. A couple are genuine industry experts.  ( Thankfully, none are prodigious posters.)  There are a couple newspaper feeds that I skim and liberally mark all read.

After all that I’m down to “only” 44. That’s still dangerous.  I’ve set up Leechblock to give me a maximum of 20 minutes per day.  Between that and spotty Internet access, I think I’ll break the habit.

I had already realized “I should spend less time reading blogs”.  Your book connected the dots for me,  to become “… because it’s in lieu of anything important to me, and not in support of it.”  Thank you for a timely insight. I look forward to reading the rest of the book.