We Live Flipped Lives
It amazes me to what extent technology is changing our lives. One technological change drives a rippling effect extending to different norms of our lives and the way we do business. One sure effect is creating the reverse trends in our lives. From push to pull marketing, from the customer needing a business to a business needing a customer and from a normal AIDA Loop to a reversed one to read ADIA. AIDA is the acronym for Awareness, Interest, Desire and Action. More trends are the inverted organizations from vertical to horizontal, but more from the base employs to the upper management and that customers trust other customers more than they trust advertising. The hands of individuals are strengthened by the day. The butterfly effect of an individual is becoming more important than the collective efforts of an organization. Let me explain later.
The advancement of social media and communication technologies have created new realities on the ground. A floor worker can use the social media to spread his complain to the world. The worker doesn’t need to go through the management hierarchy to voice his/her complaint. A customer who goes to a restaurant or spends a lousy night in a hotel may opt to spread his complaint to the world and may produce an unimaginable harm to the restaurant or the hotel.
One issue that begs more attention here is the issue of authenticity. We need to be authentic and yet we must belong to the social world. To belong socially it requires obedience and acceptance of the social rules. To defy them ends up in being expelled socially. Where is the dividing line? Is dynamic? So much to ponder on. I watched a French talent of Syrian origin singing in the program “French Got Talents”. She sang wonderfully and the judging panel all turned their seats. The jury applauded her. She sang wearing a hijab (head cover). There were objections to her singing with her head cover, namely that the program is aired in the official French TV. She kept her authenticity, but to some extent. Right after she selected her jury mentor she then kissed him and the rest of the jury male panelists. This is defiance to the wearing of a head cover. Authenticity is gone. I am not here defending or objecting what she did. I am only giving an example of the social pressure on our authenticity. In psychological terms this is known as Social Identity Theory where a person’s sense of self is based on their group memberships.
Authenticity is a collection of choices that we have to make every day. It’s about the choice to show up and be real. The choice to be honest. The choice to let our true selves be seen.
On the Maslow’s Pyramid of needs we have the social needs on a lower level than self-esteem or self-actualization. Can we satisfy the lagging need before we may satisfy the earlier need? Or, are we going to have a reversed pyramid of needs?
I wrote before a presentation on Reverse Businesses. What motivated me to write this buzz is reading a thoughtful post on “#FlipTheFunnel: How Micro-Influencers Drive Marketing Success”. The post reports that With 83% of consumers trusting and acting on recommendations from friends and family over any other forms of marketing necessitates the need to reverse the AIDA Loop. It starts with one influencer with a huge number of followers to cause the rippling effect of progressing through the loop as is shown in the image below from the same post.
We live in a flipped world. We do.
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