4 Acronyms to Challenge Our Thinking

 

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4 Acronyms to Challenge Our Thinking and Prevent Absorption by Artificial Intelligence (AI)

WIIFM —  What’s In It For Me?

WIIFU — What’s In It For Us?  

WYSIWYG — What You See Is What You Get

WYSIATI — What You See Is All There Is


 A thought piece by Kathryn Atkins at Writing World, LLC 

 

 WIIFM: WHAT’S IN IT FOR ME?

When selling to a prospect, a seasoned salesperson will put the presentation in terms of what the customer wants: WIIFM. This is a proper strategy for communicating value in a Business to Consumer BtoC interaction.

WIIFU: WHAT’S IN IT FOR US?

When selling to an organization, whether non-profit or for-profit, a salesperson or business entity will take into consideration that most companies consist of teams of people, collaborators, work groups, and associates in departments that create a more inclusive sense of us. People selling in the Business to Business, BtoB, space are selling to us. It’s not WIIFM but WIIFU.

If we are not selling a product, we may be offering an idea. For online content, then, we want to remember that the question on everyone’s invisible electronic lips is also: “WHAT’S IN IT FOR US?” WIIFU? Why should we engage? Why should we listen? What can you help us do? For the salesperson or the online company creating content, today, this is a harder question to answer, but one that should not be overlooked.

WYSIWYG: WHAT YOU SEE IS WHAT YOU GET

The idea of WYSIWYG has an element of transparency. Honesty. Trust. This is what you are getting. That’s it. No changes. No switcheroos. No “We were just kidding.” The WYSIWYG model has an element of Stephen Colbert’s “truthiness.” Online and in person marketers will be successful if they are careful to engage WYSIWYG as they go to market. No one likes bait and switch.

 WYSIATI: WHAT YOU SEE IS ALL THERE IS

Daniel Kahneman coined the term WYSIATI in his groundbreaking book Thinking, Fast and Slow to introduce us to our bias to make quick decisions by thinking we have all the information we need. It’s an overconfidence Achilles heel that can undermine better decision-making on the one hand, but it can also prove to move us more quickly through the decision cycle. In the old days, they used to call it shooting from the hip. Now we have an acronym for it.

BOTTOM LINE: Business and Life Trends summary. I hope these four acronyms encourage you to reconsider how your customers, prospects, and business social circles see you and how you present your company and your business persona. Of course, we are not our businesses. We are thinking, feeling beings. It is vital that we become aware of our thinking and of how people around us think and feel as we approach the precipice of Artificial Intelligence (AI). We need to know ourselves more surely and more intimately if we are to keep ahead of the bots.

 

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A Little Science to the Rescue

Below is my list of a few things for which I would just as soon have someone or something come to me in the middle of the night and handle, so I don’t have to make an appointment for it, panic myself with the anticipation of it, suffer the pain of it, or take the time for it.

1.     Pap Smears

2.     Mammograms

3.     Colonoscopies

4.     Teeth cleaning

5.     Bikini waxing

6.     Shaving

7.     Manicures

8.     Pedicures

9.     Eyebrow tweezing

10.  Mustache bleaching

11.  Chin hair plucking

12.  Eye appointments

13.  Breast reduction

14.  Breast enhancement

15.  Liposuction

16.  Dental work

17.  Haircuts

18.  Wrinkle Removal

19.  Lasik Eye Surgery

20.  Nose jobs

21.  Appendectomies

 

For men we can add:

1.     Face Shaving

2.     Vasectomies

3.     Prostate exams

 

My idea is to have a work crew of nanobots who get off their collective tiny little asses and take care of this stuff for me. So what is a nanobot? The prefix “nano” means one billionth. When referring to size, a nanometer, then, is one billionth of a meter. Still need help? A human hair is 50,000 nanometers in diameter. The smallest thing one can see with the unaided human eye is 10,000 nanometers across. The measurement of the dot above the letter “i” in this sentence is approximately one million nanometers.

Hopefully you have heard of the serious field of study called nanoscience, which researches the fundamental principles of molecules and structures with a size of between one and one hundred nanometers. The nanobot falls more under the related field of microelectromechanical (cool word, huh?!) systems, which we can thankfully shorten to MEMS. The scientists (they’re full-sized people by the way) who are developing this phase of the research strive to manufacture tiny robots that can flow through the bloodstream, delivering drugs and repairing tissue. These structures are usually between 1,000 and 1,000,000 nanometers in size. This is not science fiction. To wit, L’Oréal and Lancôme are already using nanoparticles in skin creams and hair conditioners. IBM, Hewlett-Packard, and Lucent (they’re out of business today) were using nanotechnology in their computers. AND WHO HASN’T HEARD OF THE NANOPOD – a very small IPOD that holds 1000 tunes? (How cool to see “nano” was so forward-thinking back when this was penned.)

magnifying-glassOne of the goals of the MEMS scientists is to teach the robots to build more robots! This may present problems if the robots get out of control (as in the novel PREY by Michael Crichton), but novels aside, there is genuine science already proceeding with nanotechnology, nanostructures, and MEMS. This little science lesson is now over. If you’re interested, here are two of many references on the subject: The Next Big Thing is Really Small (© 2003) by Jack Uldrich with Deb Newberry, and Nanotechnology, A Gentle Introduction to the Next Big Idea (© 2003) by Mark and Daniel Ratner.

Now, back to my list. I know there are people out there who actually LIKE to have some of these things done. However, as I look at the bulk of the items on my list, I’d have to assume the nanobot idea will take hold, and some entrepreneur with very tiny offices and very good eyesight will figure out how to rally these miniature non-unionized workers and make a million dollars in the first few weeks of business.

In general, these tasks are things that I would just as soon not be there for at all, and in fact, if a nanobot did it VERY QUIETLY and VERY GENTLY whilst I was sleeping VERY DEEPLY, it would be awesome. They could do it all at once, as far as I am concerned. I’d wake up in the morning and it would be handled. It’s tantamount to the pure joy of coming in from working all day; the house is clean and spotless, dinner is made, candles are lit throughout the house, soft music is playing, and a well-toned, mute, scantily clad person of choice is waiting to pass out foot rubs and bring beverages of any variety, perfectly made, quickly without nagging, begging, or bickering.

Does this sound outlandish? The idea of a washing machine for women in the old days sounded impossible to them, didn’t it? Well, why can’t we expect to have a future that holds really cool stuff for us? I haven’t figured out a way to leave my head at the hairdresser’s, my hands and feet at the manicurist’s, and other body parts at other places to be poked, probed and handled, as it were. More importantly, I don’t like being awake to feel some of these invasions.

Don’t get me wrong. There are sometimes, many times, when having manicures and pedicures, as an example, are just delightful. They are a break in the action. They let us feel pampered, fawned over, and special. It’s when there really is no time, deadlines loom heavy, the “fit has hit the shan,” and you’re just not able to fit it in. Your nails look like crap, your hair badly needs a cut or color, your teeth need cleaning because your breath catches fire when near a heat source, and you wish the twenty-four hour day would expand to thirty, and your need-for-sleep factor would reduce to zero. We’ve all been there.

MY idea of nanobots are those that would be fitted with little microchips and trained to roam the body eating cuticles, handling your pap smear, ridding your teeth of plaque, checking for cavities, and dragging huge (for them) razors across body parts, like ants carrying a hot dog bun, to rid you of unwanted hair. But, until the next huge, or should I say tiny, breakthrough in nanotechnology, I guess I’ll have to continue to do all of my icky things by and to myself and with myself present.

At the moment, though, my clothes are washing themselves in the washing machine.

 

© Kathryn Atkins, 2005

IBM makes a movie!

Did you read that IBM has made a movie? It’s called “A Boy and His Atom” and it’s a 90-second tribute to science, creativity,  and (re)invention. IBM was the lumbering pachyderm star from the book Who Says Elephants Can’t Dance by Louis V. Gerstner, Jr. written over eleven years ago now. The book was a testament to the fact that people and companies can change, even if they’re big and slow.

So what’s best about the movie? It doesn’t really have a lot to do with computing, but rather to do with science, trying something new, and putting it out into the world. Because they can.

So put something creative out into the world. Because you can.

I will if you will.

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