A couple of weeks ago I had an interesting coincidence of ideas. On my morning ride to nowhere (my elliptical trainer) I was reading Sway: The Irresistible Pull of Irrational Behavior. The authors told an interesting story of how Joshua Bell, the brilliant young violinist was in the subway, opened his violin case, which held a million dollar Stratavarius and started giving a concert. Few of the passers by recognized him or appreciated just what they were hearing and seeing, after all how often are the street musicians you hear in the subway brilliant virtuosos? People where swayed in their appreciation by the surroundings.
Later that day, in the office, I looked at a proof for a brochure we were producing for one of our clients. The brochure focused on using their technology in health care applications, an area they were hoping to penetrate using this tool. Our client’s reaction to the brochure was, “Well it sure looks like we’re in healthcare.” They were clearly hoping that this piece would help them to make that claim a fact.
Whether we like it or not, we, and our prospects are influenced, swayed as it were, by how we look. We’re often called upon to help clients move into new areas. They find it is easier to do if they look like they belong there. Some may be concerned that this is deceptive, we prefer to think of it as prophetic.