The identity of the messenger is more important than the message itself. In other words, it’s crucial to consider whether the messenger’s identity is reliable. It matters more to others that they know who I am and recognize me than how well I have built relationships and interacted with them. Identity begins with my proclamation, and credibility only emerges when others acknowledge that proclamation. If there is a significant gap between my declaration and how others perceive me, I will need to invest considerable time and money to bridge that gap. Similarly, if there is a significant discrepancy between the message I intend to convey and my declared identity, it also requires a substantial amount of time and money. Consumers are acutely aware of these differences, yet they often remain silent about them. Asking others to share their inner self-assessment is as burdensome as expecting them to reveal their true selves. - Joseph’s “just my thoughts”
In his book, “Thinking, Fast and Slow,” the Nobel Prize winner in economics, Daniel Kahneman, said that humans have two systems of thinking. These two thinking systems were called “system 1” and “system 2”. “System 1” is an intuitive and emotional thinking system that operates unconsciously and immediately. “System 2” is rational and is determined by careful consideration. “System 1” is advantageous for survival in a crisis and works immediately, so operating costs are less than “System 2”. When humans make decisions, they decide 95% with “System 1” and 5% with “System 2”. Humans decide by emotion, but by reason, they must revenge those foolish emotions. - Joseph’s “just my thoughts”