When Rory Sutherland recommends a book I do my best to find it. Even if it’s from 2006 and uses British English. Henceforth, I’ll be interchanging behavior and behaviour.
The Naked Jape was good for exactly the reason Sutherland said it would be: comedy reframes things.
Alchemy recasts one thing as another. Diets, wrote Penn Jillette are hard, but challenges are exciting. When he reframed his diet as something difficult but not-fun as something difficult and challenging it changed his attitude. Jillette had already learned challenging things – like juggling – so this was just another one of those.
Comedians are great at this.
“My father hugged me only once, on my twenty-first birthday. It was very awkward. I know now what it was that made me feel so uncomfortable: the nudity.”
That joke works well in a comedy set, less-well on a first-date, and terribly while talking to a psychiatrist. Change the context, change the meaning. Or, change the words and you change the meaning in the context.
Carr’s book offers lots of little jokes that prove this point. The ideas, these jokes are “anarchic, a little scrap of chaos from beyond the boundaries of the rational, a toe dipped in the shallow end of anti-social behaviour.”
Take the idea of jokes along with the JTBD theory and we get the start of the solution to a puzzle.
When Instagram was building out features an engineer told co-founder Kevin Systrom that he was building a polling tool. ‘That doesn’t sound like something I would use’ Systrom recalled. ‘Oh no, it’s going to be great,’ the engineer explained, ‘teens will love this!’
What was happening at the time was that teens were uploading solid-color backgrounds with a prompt on it. Their followers voted as comments. The users created a work-around, customizing the platform for their needs. Workarounds are also common in comedy. I saw a sign at an audiologist’s office that (loosely) demonstrates both JTBD and jokes; We don’t sell hearing aids, we fix hearing.
In the JTBD work, Bob Moesta changes his perspective. He enters customer interviews as an empty vesicle and lets them tell him about the product. He avoids jargon. He doesn’t lead them. Moesta is similar to Jerry Seinfeld who described comedians as people with a third eye. Here’s Seinfeld with the check after the meal.
“Went out to dinner the other night. Check came at the end of the meal, as it always does. Never liked the check at the end of the meal system, because money’s a very different thing before and after you eat. Before you eat money has no value. And you don’t care about money when you’re hungry, you sit down at a restaurant. You’re like the ruler of an empire. “More drinks, appetizers, quickly, quickly! It will be the greatest meal of our lives.” Then after the meal, you know, you’ve got the pants open, you’ve got the napkins destroyed, cigarette butt in the mashed potatoes – then the check comes at that moment. People are always upset, you know. They’re mystified by the check. “What is this? How could this be?” They start passing it around the table, “Does this look right to you? We’re not hungry now. Why are we buying all this food?!””
Let’s try this comedy idea with this reframing.
Instead of paying last, people pay first. A restaurant places a $50/100/200 charge just for stepping in. Customers get a menu without prices and order without influence. At the end of the meal, a waiter brings back their balance, if there is any.
There’s all kinds of consumer psychology at play here from menu design to mental accounting to the idea Seinfeld jokes about it. This may not even be a good idea but it’s a new idea and that’s what matters.
If something could be the premise to a joke, it’s on the right path.
Another Rory’s read is Schtick to Business by Peter McGraw. If you like this blog’s stories, you’ll probably like that book (a few overlap). McGraw’s big idea is that business people should think more like comedians and find the interesting weirdness around life. There’s areas where we’ve always done it this way has wallpapered over interestingness.
Thanks for reading.
Rory Sutherland (@rorysutherland) Tweeted:
Highly recommend. https://t.co/A4Wi0WmJIQ