Tell us a good story . . .but not an anecdote
Posted April 18, 2010on:
Narratives are better than goals
I was talking today with @dominiccampbell and he helped me resolve another question that has been hanging around my head. Why are narratives so much better than goals and targets for guiding action?
Goals do raise performance
We psychologists know that goals raise performance. Put a target on the wall and people will try to meet it. Performance can leap by huge multiples of 100, 200, 300%.
Add feedback, that is add the circles around the bull’s eye, and performance goes up further, even by 20% for top performers.
We like making targets. Just watch a dog at a sheep trial. We love it!
Narratives are better
But, now we are in election season in the UK, the poverty of goals becomes so clear.
Parties are tossing around specific promises for everything from deficits to bus timetables. It’s most odd. For a start, most of these target are the job of mid-level civil servants to set and manage. Not sure what we employ them for if politicians do this.
The targets are also spurious. Can anyone really set these targets for a year ahead at any time and can they do so now when the world is in such disarray and a double dip recession might happen within weeks?
Most of all, goals are wrong because they are artificially simple. I pointed @dominiccampell to a Gen Y blogger who paints a depressing picture of the life being led by fresh graduates in the UK. This is the life they lead and they can “see” themselves leading.
Politicians need to paint the picture of what they see happening in the UK and how it is unfolding. Stories of the one-legged man they met on the way to the forum, or arbitrary numbers just don’t cut it. (Can’t remember what they other fella said.)
We need a visual picture of UK – a synopsis of the movie we are living out.
This, dear psychologists, is why we should use narratives. We need a moment of ‘aesthetic arrest’ where the relevant factors are brought together within a frame, in a story which shows how the main factors come together, counteracting and influencing each other, and it must be “true”. We need a sense of “yes, I see it now”. Aha!
Goals and anecdotes don’t deliver ‘aesthetic arrest”. They are one dimensional or 2 dimensional cutouts. They cannot deliver a picture of the world in all its complexities. And that is what we need to hear.