Today I came across a well written argument by Gallup’s chairman and CEO, suggesting that “neoclassical economics” models like Six Sigma no longer work. Based on an academic theory about “the fast-developing leadership science within behavioral economics,” he says that future business success will come instead from collecting data about constituents’ states of mind so we can change their behavior.
Gallup has an obvious vested interest in our paying them for lots of data, so we can try to change consumer behavior. Unfortunately, changing and manipulating behavior is nothing more than the lingering dream of quixotic brick-and-mortar types who don’t really see what’s going on out here.
In this real world, the most we can aspire to is authentic engagement with consumers. Anyone who uses the Internet effectively can always find some new way to take ownership of their life and choices. And they are becoming increasingly expert at spotting any attempt to manipulate or change their behavior.
But read the Gallup article and see if you’re convinced.
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