Sex, greed, fear, and magic—don't fall for it!

10/15/2020

In times of crisis, people lie – here are the worst offenders.

In times of crisis, people often and readily lie through their teeth, promising the moon without any shame. And why? Because it often works, especially in times of crisis, when people are afraid and uncertain. Many fall for it because there is money to be made. It pays off, but only for a few. We encounter examples of this every day, especially in the way companies and their managers communicate. There are certain tricks and methods used, and we would like to highlight a few of them as a warning, without claiming to be exhaustive, but with some amusing examples. Enjoy, and be careful.

The “fear” method: This is how hunters scare their prey.

And hunters scare their prey as much as possible! Why? They hope, especially in times of crisis, to encounter entrepreneurs who are filled with fear and thus unable to make clear decisions. So this is the most important motivation with which they should be approached.

The approach is often as follows: Contact is often made via LinkedIn or Xing, the new El Dorado for hunters and fortune seekers. This is where they catch their target, their prey, if everything goes according to plan, without any third-party control. The messages, often sent automatically, are roughly as follows:

If you want to save your company from ruin, then you must do this or that. This is how you can save yourself!

The advice is, of course, expensive, and there is no guarantee or even proof, only vague promises, but with the clear threat of great pain. Woe betide anyone who does not follow: disaster will be huge. The strategy behind this is as follows: The aim is to find and address the target person's “pain point”: the point at which they are so afraid that they are willing to follow the promised solution without further thought.

The hunter's method is to enter into a personal conversation as quickly as possible. Using a cascading dialogue approach, they aim to quickly reach this pain point and bag their prey. They probe and drill to get the person to make a decision, regardless of whether it is good for them. The other person is not a partner in an equal dialogue, but merely prey, a poor rabbit in a trap, frozen with fear, unable to make a sensible decision, let alone do the only right thing: run away from the hunter.

The principle of “greed” and addiction to quick success

The principle of “greed” is used in a similar way to “fear,” only slightly modified. It addresses the motivation of fear. The method is slightly altered, with the promise of seemingly easy, quick success. The motto is:

Why didn't you think of that yourself? I'll show you how it's done!

The target group here is also entrepreneurs and decision-makers in companies that are in crisis. They consider opportunists to be particularly receptive to these messages. Their method, the promise, is touted as the solution to all problems, with one difference: here, the other person is made an accomplice – "you and me against the rest of the world! Together, we will achieve ultimate success!"

Important features: 1.) The solution should be very simple. 2.) The solution is very quick. This means that it is particularly suitable for those who are already deep in crisis and have little time or leeway to act. And this is where the last money is to be taken out of their pockets. Because if it doesn't work out, tough luck—the fortune hunters are quickly over the hills and their victims can't follow them anyway.

How magic tricks work: the wonders of algorithms and the inevitability of human nature

These promises are argued in two ways, using the same method. A universally valid, higher law causes people to behave in a certain way, almost without will. Therefore, the solution being touted “guarantees” success! The method is similar to the way in which fundamentalist church argumentation structures promise “salvation.” There are essentially two lines of reasoning:

1. Google is “God”: The power of the algorithm, the clergy, and the congregations

Google sets certain rules and commandments that everyone must adhere to when programming their websites and online shops. If they don't, they and their websites will be rejected. Every few weeks, months or years, there is a so-called “update” that thoroughly shakes up the ranking positions of the flock. This reminds everyone who is in charge and keeps them in line. Those who obey are rewarded with clicks, “conversions,” and the promise of sales. To get even further ahead, experts try to investigate vague hints from Google insiders in blogs to get a little closer to the higher secrets.

There's an algorithm behind it – so it has to work!

This system has been in place for many years, proven, accepted, learned, and is rarely questioned. Best of all, it has led to a very high level of belief in the “quasi-sacred” algorithms. But no one in the faithful community knows how it really works. Ultimately, they also work by trial and error, which is particularly bad when the Google techies themselves mess up one of their updates. Instead of transparently showing and explaining who will be ranked where, so that everyone involved understands exactly why something is shown in a particular position and context? Everyone has gotten used to the fact that this is precisely what does not happen.

2. Laws of nature - instincts alone governed human behavior

Such an argument naturally trumps everything else – one has no choice but to behave in a certain way. “Human nature” leaves no other option. Supposedly “incomprehensible” traits are inherent in human nature, and one's counterpart must yield to them without question. These lines of argument are not new in communication studies. They crop up every year, starting with “Pavlov's dogs” and moving on to the good old stimulus-response models in all their variations.

A certain stimulus is set, and the reaction then “always” follows! It can therefore be predicted with complete accuracy.

Such seemingly simple truths are particularly popular when reality appears complex, full of problems and challenges. Then these solutions come along at just the right time, with ever new labels.

But in reality, these concepts and campaigns don't work (a funny example for nostalgics: the “key stimulus” campaigns of the beer brand Löwenbräu, featuring lions and beautiful blonde women). People learn and are more or less capable of reflection. But unfortunately, these chains of argument are often enough to convince some decision-makers.

The “sex” scam: young women lure older men

You'd really like to eavesdrop on these job interviews. The young woman has studied at university for so long, no doubt graduating with great effort. Now she's finally sitting in front of some super-duper boss. She's been given a fancy business title, promised great tasks, keyword: “strategic consulting,” and hopefully a good salary.

But in reality, they only want one thing: her profile picture.

And then the poor woman has to send pre-written emails under her name to male decision-makers, mostly older, with only one promise: contact! The first ones were Asian and Eastern European service providers who tried to acquire business contacts with such scams; it works in other industries, after all. Whether the profiles are real or fake doesn't matter. Nowadays, many people act this way and the boundaries are very fluid. Dear young women: rise up and defend yourselves! You can do so much more!

What can we learn from this?

There are many gray areas, little black or white—how can you recognize boundaries?

1. Good, honest advice is difficult. But now it's more important than ever!

In consulting, many people have certainly experienced situations in which they have had to tell the other person uncomfortable truths: how things stand with them and the company. And, of course, fear also plays a role here. But there should be a risk on both sides: not only for the client, but also for the consultant, for example, in terms of a long-standing partnership, a good reputation, and mutual trust. And that fundamentally distinguishes the situation in which this motivation “fear” can play a role at all: good consultants feel committed to the truth. They may be wrong, but they are honest, transparent, and understandable. This means that they work in a fundamentally different way and can therefore make a much better, and also more sincere, contribution to solving the highly critical task at hand. In times of crisis, this is a thousand times better.

2. Work based on facts. Demand proof.

Assertions alone are not enough. For decision-makers and companies, the rule is: demand proof! If providers do not have good references, cannot demonstrate the success of their methods, or lack evidence to back up their claims, then something is usually wrong. Con artists, hustlers, and swindlers are not extinct; they just use slightly different methods.

3. Young people have many good ideas. In addition to the WHAT, the HOW and the WHY are also crucial.

Young media need young people, new ideas, fresh approaches. The “HOW” and the “WHY” are important – the basis behind it all. Does the end justify the means? No. And that starts with each and every one of us, with what we, as individuals, are willing to give of ourselves.

4. A pleasant appearance can be a good door opener.

We also attach great importance to conveying great respect to our conversation partners through our clothing, our demeanor, and our style. But there are limits. We do not cross the ones described above. You don't bare all.

5. People remain intelligent beings – social media does not change that.

Whenever new media are introduced, there is a phase in which the supposed “power” of the medium is perceived as excessive, be it newspapers, radio, TV, the internet, or now social media. What happens then is that people learn, understand, and apply. And soon they “master” the use of the initially unfamiliar media, at the latest in the following generation. And that's a good thing.

A plea for honest consulting, creation, and development

In summary: Honest and good consulting, creation, and development are more important than ever, especially now in challenging times. Being able to explore, identify, and demonstrate the paths and solutions. If they are done that way. Let's do it.