As I have progressed through my master’s degree, I have learned quite a few different frameworks that people have developed over the years to explain why organizations operate the way they do. Alongside my over ten years of experience working in corporate to help grow the organizations that have employed me, these frameworks offer some value in explaining the behaviors I have witnessed, but as with most academic models, there are limits to how much they can explain about why some things work and others don’t. While this is to be expected in academic circles, I have also seen LinkedIn and forums flooded with business advice that comes across confidently but lacks any operational value to the recipient, which can make it hard to tell the good from bad advice.
Marketing focuses on presenting brands in a positive light, and the organizations that excel at marketing themselves don’t have to stretch the truth to do it. They have teams dedicated to gathering intelligence about product-market fit, sifting through it to find what customers care about, and developing a plan for filtering that information to the necessary parties so that the brand shows up when the customer needs it so the brand can solve that specific problem. There are guardrails in place, strategic direction that’s given, and, more often than not, very little credit given to marketing for its contribution because it doesn’t have a direct line to revenue.
However, when dealing with alleged experts who like to offer advice on growing your business, improving operations, and more by offering advice that’s specific enough to sound useful, but lacks critical details that could actually enable business leaders to use it, it strikes me that personal branding efforts offer insights into the dangers of bad-faith marketing. It’s true that businesses can’t attribute revenue directly to a single blog or a social media campaign, but there is incalculable damage in trying to stretch the facts of what a single person has seen to fit the issues faced by an entire industry or market, because in many of these cases, the data set is too small to account for all situations.
Academics are trained to recognize when there’s a gap between a conclusion and what the data is showing them; that’s the basis of empiricism and the scientific method. However, even academics can fall prey to ignoring the details of a particular case so that it fits more neatly into the preferred model, and that can be especially true when dealing with the world of management advice, because there’s a greater desire for what works rather than what’s accurate.
There is nothing wrong with focusing on what’s functional in the moment, because it’s far more important that an organization finds a system that works for them rather than one that’s going to win academic awards for pushing the boundaries of understanding. However, there’s a risk in using what worked in one situation as the basis for industry-wide advice; you’re generating a reputation, and once you violate the trust you’re selling on, it will be significantly harder to build it back up again.
If you’re a leader in your industry or a solopreneur working on a side hustle, it’s worth keeping a few things in mind when looking for (or offering) business advice:
Consultative selling is always better than cold pitching. If you don’t know all the facts, then you can’t solve their problem well enough to inspire trust.
Stress test the marketing. Don’t take claims about solutions at face value until you have an opportunity to understand what they were actually solving for.
Remember that even academics don’t get it right. Plenty of academic studies attempt to fit the data into their preferred model without thinking critically about why so much work is necessary to connect the two; practitioners should make sure they don’t fall prey to the same biases..
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A Feel Good Place
A Taste of France in Chestnut Hill
Paris is one of those places that captures the imagination for many writers and creatives, because it has a history of free thinkers, innovators, and creatives. However, it’s often out of reach for many who may want to see The City of Lights — or any other part of France for that matter — but don’t have the funds to plan the trip in the first place. I thoroughly enjoy traveling in books when my wallet doesn’t allow me to close the physical distance, but another great way to get a taste of what Paris might be like is to visit Matines Cafe in the Chestnut Hill neighborhood of Philadelphia.
Started by a pair of French immigrants, Matines offers a variety of fresh, French fare, but also creates a space where people aren’t rushed to finish so the next guest can be seated; instead, they’re empowered to linger over their meals for as long as they want, whether they want to discuss big ideas or simply connect with friends.
Interestingly, the couple who started Matines didn’t begin in the food service industry, but chose to pivot when family asked for their help. The knowledge they built allowed them to open multiple cafes over time and turn Matines into a massive success in short order, but it started with the assumption that they didn’t know everything, but were willing to learn it.
From the Bookshelf
THE POPPY WARS BY R.F. Kuang
Rin is a war orphan destined for the one thing she doesn’t want: a strategic marriage arranged by her drug-dealing foster parents as a way of helping their business flourish. So she runs away to study for the test to enter the prestigious military academy at Sinegard. Despite setbacks, she shocks everyone by placing at the top of her class, and as a student learns everything necessary to become a great general, but soon delves into the stranger subject of shamanism when she realizes she can call the Phoenix, a mercurial god that wants nothing more than to burn the world down.
For Casual Readers: The book would be most appealing to individuals who enjoy dark high fantasy novels, as The Poppy Wars incorporate unique magic systems that can be dazzling alongside descriptions of war that highlight its barbarity.
For Writers: Kuang’s book offers a great example of how to build a world that’s grounded in history and myth while remaining fresh and new to readers, as well as the ability to incorporate elements of satire into an otherwise dark tale.
What Comes Next
I appreciate your patience with the delayed sending of this issue. However, if you enjoyed it, here’s what you can expect from the next newsletter:
A reflection on the start of the school year
What a Middle Eastern restaurant can teach about family and connection
A review of a book about the power words have to open doors
As always, while this project may be a space where I share some of the things I have been thinking of, I also want to make sure it delivers value for you. So if you have feedback on what you would like to see, let me know and your recommendation may make it into the next issue.
