Daniel Gilbert, Edgar Pierce Professor of Psychology at Harvard University, explains the lack of a focused response on global warming, and incidentally explains the popularity of terrorism in one presentation.
When I say “popularity of terorism,” I don’t mean terrorism is widespread, but fear of terrorism is and funding to combat terrorism defies accounting.
Terrorism has four characteristics, all of which global warming lack:
- Intentional: We are hard-wired to judge the intent of others.
- Immoral: Food/sex rules. Killing us falls under “immoral.”
- Imminent: Clear and present danger. (As in maybe today.)
- Instantaneous: Bombs, bullets, fast enough to be dangers.
Gilbert’s focus was on climate change but his presentation has helped me understand why terrorism sells.
Here is an image of the human brain Gilbert uses in his presentation:
The part of most brains that is fighting terrorism?
That would be the big dark blue part.
The part capable of recognizing death by terrorist and asteroid are about the same?
That would be the small red part.
Assuming the small red part, which does planning, etc., isn’t overwhelmed by plotting routes to banks for the money you have earned fighting terrorism.
Why my sales pitch on terrorism fails: I’m pushing against decisions made by the big dark blue part that benefit the small red part (career, success, profit).
Two lessons from Gilbert’s presentation:
First, look for issues/needs with these characteristics:
- Intentional: We are hard-wired to judge the intent of others.
- Immoral: Food/sex rules. Killing us falls under “immoral.”
- Imminent: Clear and present danger. (As in maybe today.)
- Instantaneous: Bombs, bullets, fast enough to be dangers.
Second, craft sales pitch to big dark blue part of the brain that benefit the small red part of the brain (career, success, profit).
If you or a company you know has a pitch man/woman who can handle the fear angle, I’m looking for work.
Just keep me away from your fearful clients. 😉