Watching the world through the magnifying glass of social media provides a good way to understand how it works.<\/p>\n\n\n\n
It is like having a perpetual observatory of human behavior.<\/p>\n\n\n\n
This perspective is unfiltered by the caution people usually exercise when face to face with other individuals of their own species.<\/p>\n\n\n\n
Two episodes in one week.<\/p>\n\n\n\n
One concerns the increasingly present AI.<\/p>\n\n\n\n
This happens often when such a disruptive technology arrives.<\/p>\n\n\n\n
Some are enthusiastic, some ignore it, and some detest it.<\/p>\n\n\n\n
When a post allows members of the third group to say something negative about artificial intelligence, even just a “you can tell it was written by AI”, comments overflow and people join the witch hunt.<\/p>\n\n\n\n
Yet…<\/p>\n\n\n\n
I saw a post discussing how road infrastructure made the Roman Empire the superpower of its era, thanks to predictable timing and costs in the logistics of troops, messages, and goods.<\/p>\n\n\n\n
The author expanded the topic to show how the certainty a customer gets determines the success of a commercial initiative.<\/p>\n\n\n\n
Thus Rolls Royce sells the certainty of flight hours rather than engines; Red Bull sells the certainty of overcoming every challenge rather than a drink; Amazon sells the certainty of tomorrow morning’s delivery rather than objects.<\/p>\n\n\n\n
The post was clearly written by an LLM, featuring those now typical and recognizable formulas. Nevertheless, the only visible comments were enthusiastic expressions of gratitude for the pleasant history or marketing lesson.<\/p>\n\n\n\n
Not a single person complained about AI.<\/p>\n\n\n\n
Not one of the many who weeks prior screamed that a piece by an elderly Monet (Water Lilies) was an AI fake, “because you could see it was ugly, soulless, a jumble of colors”.<\/p>\n\n\n\n
The moral is that when you can take away something you like or find useful, you ignore who the author is: you wrap it up and take it home.<\/p>\n\n\n\n
The other episode concerns our tendency to blame others instead of admitting our responsibilities when facing what we perceive as a suffered wrong.<\/p>\n\n\n\n
If the average boater chooses boats that are wrong for us, the blame lies with the deceptive communication of those who build them; the ignorance of the market and those who fail to educate it; those who do not understand how wrong they are.<\/p>\n\n\n\n
In practice: people choose and re-choose the competition even though our products are better.<\/p>\n\n\n\n
So I wonder, linking back to the previous discussion about Roman roads.<\/p>\n\n\n\n
Could they be choosing others because you fail to provide certainty?<\/p>\n\n\n\n
Better yet: are you able to explain how the certainty you provide is superior or alternative to that of the competition?<\/p>\n\n\n\n
We always return to the same point: you think numbers drive people’s decisions.<\/p>\n\n\n\n
Emotion drives choices, while numbers merely serve to confirm them.<\/p>\n\n\n\n
I do not buy a boat because it has a 1000-liter tank.<\/p>\n\n\n\n
I buy the boat that grants me the freedom to spend the entire weekend cruising without wasting a single second refueling, waiting in line behind three other boats in the 10 AM heat while breathing exhaust fumes.<\/p>\n\n\n\n
Do you know how to turn numbers into certainty?<\/p>\n\n\n\n
After stating a feature, ask yourself: so what does this mean for the person using the boat or product?<\/p>\n\n\n\n
This single question achieves three results at once: you evoke emotion, you educate, and you showcase yourself.<\/p>\n\n\n\n
Does that seem like a small thing?<\/p>\n","protected":false},"excerpt":{"rendered":"
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