Strands of Genius: Why Facts Don't Change Our Minds, Being Interesting Might Be More Important Than Being Different, The Halo Effect
Guest Curated by JP Castlin
This year we’re aiming to highlight 50 creative thinkers that have inspired us, by giving them the opportunity to guest curate this newsletter, Strands of Genius. Faris has long known JP online, but the three of us got to hang out last year in Mumbai as part of ZEE Melt.
:: A BIT MORE ABOUT GUEST CURATOR, JP CASTLIN ::
LOCATION: Stockholm, Sweden
PLACE OF EMPLOYMENT: Rouser
Hi there!
If you know who I am, well, it's great news that you are reading Strands of Stolen Genius, mom. If you don't, nice to e-meet you. My name is JP Castlin, formerly Hanson. I recently got married, so sorry ladies.. ..but someone had to take one for the team. Unlike most strategists, I'm both a marketer and a lawyer, which usually puts me on par with the Devil in most people's eyes. Only selling insurance left to complete the set, I hear.
In my normal day job, I'm the CEO of an international strategic consultancy called Rouser and work primarily on global strategic matters. I also write a fair bit - in the past for The Drum and the IPA's EffectivenessWorks, and for about a year now as a columnist for MarketingWeek. I also do the Rouser Manifesto, which is an annual gathering of strategic thoughts that, for some reason or another, has become decently popular.
Lastly, I am a global keynote speaker, or at least I used to be. The current pandemic has, for obvious reasons, put a rather heavy lid on that particular pot for the time being. Which is a shame, because the best thing about having the unquestionable privilege of traveling around the world and basically blathering about whatever I find interesting at the time, is all the amazing people you meet. For example, when I was in Mumbai, I met Rosie and Faris. They were, and are, as lovely as they are brilliant and I am humbled to be able to now consider them friends. To get to guest curate their newsletter is nothing short of an honor and I'll do very my best not to fuck it up.
Let's see how I do.
Editor’s Note (Faris): JP emerged fully formed to us as a wicked smart, very rational and grounded but funny strategic voice [I feel like JP said he had tried his hand as comedian at one point?] but we didn’t meet until a very kind conference organizer in India brought together a bunch of people we have heard but not hung out with. He’s even more personable in person, and we’re delighted to have him as a friend and guest curator. Tack så mycket, JP!
:: THE LINKS ::
WHY FACTS DON’T CHANGE OUR MINDS
For various psychological reasons, we human beings are really shit at dealing with cognitive dissonance, that is, having to simultaneously hold two contradicting ideas, beliefs or concepts. It leads to mental distress, so we attempt to restore balance (or create imbalance, as it could also be seen). This means that when we have made up our minds about matters, either consciously or subconsciously, even irrefutable facts don't change our stance. Elizabeth Kolbert detailed this, and much more, in this must-read piece from The New Yorker. (The New Yorker)
WHY BEING INTERESTING MIGHT BE MORE IMPORTANT THAT BEING DIFFERENT
Most marketers still firmly believe that positioning - and ultimately differentiation - is a key tenet of the profession as consumers make conscious choices to buy the brands they most believe in/identify with/love/etc. This, it turns out, is not true. In fact, there is now some 50 years' worth of empirical research to prove that it isn't. Of course, as we have established, facts don't usually change people's minds. But now that we know why (you did read the previous article, no?), it is as good a time as any to look at what the evidence is saying. The perpetually brilliant Martin Weigel here summarizes what you absolutely, positively must know. (Martin Weigel)
THE HALO EFFECT, AND OTHER MANAGERIAL DELUSIONS
Phil Rosenzweig's book "The Halo Effect" is one of those reads that will fundamentally change how you perceive the world. It is arguably my favorite business book, not least because it doesn't claim to know all the answers (only fools and charlatans do), but instead gives you critical insight into the flaws of strategy and strategic analysis. This column, by Rosenzweig himself, introduces some of the concepts he details in his work. Importantly, they are as useful to a senior business manager as to a junior marketer, as they illustrate some of the most dangerous pitfalls of decision-making. I'd wholly recommend buying the book, but this article is as good a place as any to start. (McKinsey & Company)
Looking for more from JP Castlin? Those enrolled in The School of Stolen Genius will receive a deep dive from him in their inbox tomorrow, including thoughts on...TBD You can access all our expert interviews for SOSG here.
:: AND NOW… SOME FAST FAVORITES ::
:: Game :: If you're a gamer and haven't played the original Mass Effect trilogy, you are missing out.
:: City :: Sydney, Australia
:: Book :: The Halo Effect by Phil Rosenzweig (see above)
:: Podcast :: The Knowledge Project with Shane Parrish
:: Album :: Ghost - Infestissumam
:: CHRISTOPHER HITCHENS ::
Christopher Hitchens was a force of nature and inarguably one of the sharpest minds of our time. In this speech, one of his best (and yes, that is indeed saying something), he breaks down the importance of free speech and the danger of seeking refuge in the false security of consensus. A must-watch.
Thank you very much, dear reader, for taking the time to read this newsletter. I hope it brought you some new information, a fresh perspective or, at least, a couple of minutes of mental vacation from the current.. ..situation. If you want to reach me, give me feedback or just generally heckle, you can find me on Twitter at @RouserJP. I also want to thank Rosie and Faris for entrusting me with their metaphorical baby. It was an honor. Stay safe and be kind to one another. See you on the other side.
JP Castlin
email: jp@rouser.se
linkedin | twitter | rouser
Strands of Genius is currently read by more than 11,000 subscribers. Support us by sponsoring an issue, becoming a member of The School of Stolen Genius or encouraging friends or colleagues to subscribe.
It's called Genius Steals because we believe ideas are new combinations and that nothing can come from nothing. But copying is lazy. We believe the best way to innovate is to look at the best of that which came before and combine those elements into new solutions.
Co-Founders Faris & Rosie are award-winning strategists and creative directors, writers, consultants and public speakers who have been living on the road/runway since March 2013, working with companies all over the world. Our Director of Operations is nomadic like us, our accounting team is based out of Washington, our company is registered in Tennessee, and our collaborators are all over the world. Being nomadic allows us to go wherever clients need us to be, and to be inspired by the world in between.
Hit reply and let’s talk about how we might be able to work together :)