Monday, April 28, 2008
Posted by Stacey Pilcher
Janus is the name of a Roman God with two heads. It is also the name of a two-headed turtle that lives at the Geneva Natural History Museum. The fascinating fact is that Janus’ two heads work together.
According to research conducted by two Princeton economists, two heads are better than one. Experiments were conducted between groups and individuals solving the same problems. They found groups outperformed the individuals. Groups were also not any slower in solving the problems.
John Morgan, assistant professor of economics and public affairs at Princeton said. "Our results suggest that even in complex environments, groups are not paralyzed by indecision. Moreover, groups use the data they have on hand to make timely -- and better -- decisions.”
A professor at Northwestern University challenged an engineering class to tell him how a cat is like a refrigerator. Panic ensued as the engineers froze. Then the professor had the students get into groups of three. Remarkably, the minds began to thaw. The results: “They purr.” “They smell.” “They are hard to get rid of.”
In approaching creativity in marketing, groups are essential. And the more diverse the better.
Mix it up.
What could a mechanic, a lawyer, a database expert, homeowner, graphic designer, salesman, contractor, internet geek, and psychologist have in common? Together, they make up a team created to understand how homeowners look for, interact with, and purchase new home appliances. Individually, each brings an area of expertise. As a team they define an experience.
Groups in marketing are the best way to find simple ideas that make a huge difference in a consumer experience. When the consumer experience is well defined and filled with relevant insights, the marketing is also more relevant. And better equipped to impact the bottom line.
In mythology, Janus symbolized change and transition – being able to see into the past and ahead to the future. In business, putting more heads together will not foretell the future, but two heads are still better than one.
Posted by Stacey Pilcher
Janus is the name of a Roman God with two heads. It is also the name of a two-headed turtle that lives at the Geneva Natural History Museum. The fascinating fact is that Janus’ two heads work together.
According to research conducted by two Princeton economists, two heads are better than one. Experiments were conducted between groups and individuals solving the same problems. They found groups outperformed the individuals. Groups were also not any slower in solving the problems.
John Morgan, assistant professor of economics and public affairs at Princeton said. "Our results suggest that even in complex environments, groups are not paralyzed by indecision. Moreover, groups use the data they have on hand to make timely -- and better -- decisions.”
A professor at Northwestern University challenged an engineering class to tell him how a cat is like a refrigerator. Panic ensued as the engineers froze. Then the professor had the students get into groups of three. Remarkably, the minds began to thaw. The results: “They purr.” “They smell.” “They are hard to get rid of.”
In approaching creativity in marketing, groups are essential. And the more diverse the better.
Mix it up.
What could a mechanic, a lawyer, a database expert, homeowner, graphic designer, salesman, contractor, internet geek, and psychologist have in common? Together, they make up a team created to understand how homeowners look for, interact with, and purchase new home appliances. Individually, each brings an area of expertise. As a team they define an experience.
Groups in marketing are the best way to find simple ideas that make a huge difference in a consumer experience. When the consumer experience is well defined and filled with relevant insights, the marketing is also more relevant. And better equipped to impact the bottom line.
In mythology, Janus symbolized change and transition – being able to see into the past and ahead to the future. In business, putting more heads together will not foretell the future, but two heads are still better than one.
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