Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Thursday, April 06, 2006

Fast Talkers

In Kathy sierra’s blog posting “When Only the Glib Win We All lose” she discusses the idea that the first people to respond to a problem with an idea that sounds half-way intelligent are considered more credible and their ideas are taken to heart much more readily than the man/woman that may have a really good idea or point to make but cannot articulate it on the spot. She says that living in the “world of quick” we choose the instant over the slower better contemplated idea. She makes the point of explaining, "lots of people can be thoughtful, right, and quick to articulate. Just because someone can think and speak fast on their feet doesn't necessarily mean they're automatically wrong. The problem is that too often they're assumed to be automatically right."

She says there are two ways to combat this problem (which potentially can be very harmful to businesses): the first is to attack the quick culture, and the second is to make the people who often need more time to formulate their ideas better at thinking on their feet. Some ways to accomplish the latter are by:

1. Memorizing the phrase “I have some concerns, but I need a little time before I can really articulate them” and use it.
2. Compare the situation to things you have experienced in the past so that you do not need to do as much research.
3. Use “rubberducking” (i.e. talk to anyone or anything that will help you better articulate you ideas so you are practiced for when the time comes).
4. Look for a devil’s advocate who can help explain where your ideas fall short and need more work.
5. Take an improve class.
This is related to marketing because it is sort of a symbol for companies and marketing. In this case the management of the corporation is the consumer and the employees are the advertisements. Therefore, the “fast talkers” here are the advertisements that try to play on stylish rapid style advertising, whereas the others are the ones that are slower, make you analyze the brand or the product, and ultimately result in a better purchase decision for the most part. For example, if someone is looking to buy a blow drier, they may see a flashy commercial for one where the person using it is a celebrity that achieves an amazing hair style, and the consumer might go right out and buy it. However, if they stay in the potential buyer market a little longer they may discover that there is blow drier that has more power, a retractable cord, a gripy handle, and a lower price. This is the same idea as the fast talking employee that gets heard first and gets priority even when they may not have the best idea.

This post informed my idea of marketing because it made me think about the way I interview. When I go on an interview, one thing potential employees always stress is the necessity to think on one’s feet in order to do the job successfully. In fact, the entire interview is a test of this. Therein lays my critique of this post also. Employers, bosses, superiors, and what have you, almost always seek out candidates that have this very skill that Kathy Sierra refutes. The goal in trying to get a job or a promotion is to answer questions rapidly with confidence and flowery sophistication. Therefore, it seems that this idea can never really be changed because in order to even play the game one has to be fairly gifted when it comes to glib. Therefore, it seems (and I think Kathy Sierra begins to hint at this) that the idea of glib will never really be eliminated, it will only be improved. Glib will become less about insincerity and superficiality, but rather about offhanded ease and fluidity.


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