Things that matter and cost nothing

You would think things that matter would cost the world. That sounds right.

Sometimes they don’t. Often they just need you to think and act in a way where you leave logic and embrace alchemy (my tip of the hat to Rory Sutherland).

When we get stuck with hard problems we look to change reality. That’s hard to pull off. A smarter way is to take the back door.

💡Before you correct reality, correct perception.

Derek Sivers, founder of CD Baby, an early online distributor of independent music, found automated order emails boring. So he wrote a goofy one with satin pillows and angels and private jets. Customers loved it. Don’t believe me? Google “private CD Baby jet”.

In 2002, Virgin Atlantic kicked off their cheapest loyalty program. They introduced airplane-shaped salt and pepper shakers, Wilbur and Orville. First-class passengers pinched them whenever they could. Virgin turned a blind eye to the thievery. Why? Because it made grown-ups (with money) act like happy children.

How do you pull off alchemy?

👉First off, pretend you don’t have money to throw at your problem.

This is easier said than done. If you do have money, like in any big org, it calls for Hulk-like self-denial.

👉Next, don’t look to change the product. Change its meaning to those who use it.

Governments approach the problem of tax evasion with the stick. Imagine if, instead, they told taxpayers what causes their taxes were deployed to and offered them memorabilia to share on social media. Suddenly, tax-paying citizens are flaunting which schools they helped build with their contribution.

👉Finally, understand that with humans there’s a logical reason and there’s a real one, and the two aren’t always the same.

I went to an eye clinic earlier this week. They put drops in my eyes and made me sit with eyes closed for an hour. They gave me a discount, free coffee, air conditioning. You know what I missed most? Disposable ear plugs that I could stuff in my ears and drift off into the magical world of an audiobook.

By all counts of logic, they did good. Yet, what I most vividly remember is sitting shut-eyed in silence, bummed.

The engineer assumes meaningful change can only happen with a meaningful investment of resources. The alchemist knows a small change in perception can lead to a big change in behavior.

We choose by memory when we decide whether or not to repeat an experience. The customer who got the funny order email; the first-class passenger who pinched the salt shaker; and I (if I had gotten those ear plugs) — all created memories. And memory is perception that lasts.