Why I’m Not Buying What You’re Selling: On trading big ideals for precise, measurable outcomes
I read a lot of “impact” reports. Yes, air quotes. Yes, it’s semantics. And, yes, I’ve been down this road before. Putting aside the issue of what impact means from a research perspective versus its more colloquial use, today I want to talk about another trend I see in these reports. Specifically, the overgeneralized measures of “impact” aka the stats you are using to sell your idea (product, program, etc.).
Improved health.
Increased happiness.
A greater sense of well-being.
Higher academic achievement.
Work-life balance.
Slap a percentage in front of these, and you’ve more or less got a nice little sampling of the reports that come across my desk.
MORE/BETTER + GENERIC (READ: VAGUE) NOUN AND YOU’VE GOT YOUR PITCH.
Who WOULDN’T want to be more healthy or have a greater sense of well-being? If you're pedaling a solution where 90% of people report having improved work-life balance, then, damn … good as gold. Right?
I’m not sold. For me, I think this popular meme best captures how I feel when it comes to measures of impact:
I’M NOT A RIDE OR DIE CHICK. I HAVE QUESTIONS. WHERE ARE WE RIDING TO? WHY DO I HAVE TO DIE? CAN WE GET FOOD ON THE WAY?
To translate to the scenario at hand: What the heck does better work-life balance mean? Is it getting more sleep? Going out with friends more? Dividing my week evenly between work and personal obligations? I NEED TO KNOW. Help me adjust my expectations. Help me understand if what you are offering is something I value/want/need.
Now, if I opened an email and it said: After taking this course, 90% of people report spending 2–4 more hours per week with their family and friends despite their workload staying the same. Well, personally, I’d be blown away. What magic does this course provide? My workload can stay the same but I can spend MORE time with my family and friends?? Yes, please. Teach me your ways.
I get it — I’m no marketing guru, but I can see it’s not as catchy. Precise, measurable outcomes don’t always exactly roll off the tongue like flashy buzzwords.
Nevertheless, for me, a sample of 1 here, so proceed with caution: precision sells.
Buzzwords come and go. Specificity never goes out of style.
I want to read a stat that cuts out 90% of the questions I have about your “impact” (100 is just unreasonable. Some of us are born curious :)). This is especially true when we are talking about the sandbox I typically play in — education innovation. Don’t say 9 out of 10 students improved in math. Get hyper-specific — because “improved in math” can meet a gazillion different things, and I want to know more about the difference YOU care about making. On average students had an 80% increase in happiness. So, like … they were smiling more?
Say what you mean. Take my hand and lead me to the answers. And, if the marketing gods can’t make it work — get as buzzy as you want. Just add a footnote. If “happier” students mean more smiling… well, we all just need to know what we are getting into.*
*Note, smiling could be a great outcome. Just check out this article in Psychology Today.
