We have more data than we know what to do with. Researchers, many of whom work in think tanks and academic institutions, have the information that can solve, or at least mitigate, many of our greatest problems–ending world hunger, slowing global warming, keeping women (more than half of our potential labor pool) in the workforce, getting more people to buy our products…Hey, wait a minute. That last problem may not be the biggest problem, but given that this is a marketing blog, and my biggest professional challenges are usually around understanding how to make the connection between customers and products…I wanted to include it.
And yet, we are not effectively disseminating and applying that data. Why? Poor marketing of the data. Researchers, like many providers of professional services, have historically resisted marketing, as something that either oversimplifies the content or misleads the audience. And many researchers believe that good data will be found by the right people and used appropriately.
Data needs to be distilled to a few key points and applications, and targeted to opportunities ripe for change. For example, if we know what 10 traits keep talented women in the workforce, why not get a business magazine to track the 30 best companies for women leaders, based on these criteria? Or, if we know that people eat more when the serving bowl is bigger, or the food is served family style, why not change the way cafeterias serve our children?
Some courageous individuals and organizations are getting creative with how to communicate complex information powerfully and succinctly to change human behavior. Two great examples are documentaries–Al Gore's "An Inconvenient Truth" and related website and Supersize Me, Morgan Spurlock's compelling diatribe against fast food, now conveniently available online for href="http://freedocumentaries.org/film.php?id=98">free. The famous fried egg of "your brain on drugs" is a particularly compelling ad designed to convey reams of research on the impact of illegal substances on mental capacities.
Data in its most generic form can be abstract and uninspiring for most of people, especially for those of us managers and entrepreneurs with an action bias. Sometimes people need to be moved through their emotions and then given some easy steps to implement, rather than being expected to pore through detailed data and draw out their own conclusions. Most people just don't have the time and inclination to become experts on every subject. The causes that can capture our hearts and show us how to be part of the change are the causes we will serve.
There is no shame in simple focus and clarity. After all, these traits have led to many of the greatest business successes of our time.
