Prove Your Dedication

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Imagine your hometown football club booked Swedish legend Ibrahimovic to host a 2-hour training session with local children.

That’s what 113 participants at the Stockholm School of Economics were asked to imagine in 2017¹.

But there was a catch.

Half were told the club spent almost no time persuading Ibrahimovic, with the manager saying:

The others were told booking Ibrahimovic took extreme dedication and patience, with the manager contacting dozens of people, flying to Sweden and negotiating over the course of a year.

In this scenario, Ibrahimovic only agreed after the manager offered to act as his personal tour for a full weekend.

Those told Ibrahimovic needed almost no persuading rated the event at 7.49/10.

But those told about the dedication and patience needed to create the event rated it at 8.32/10, 10% higher.

Dedication changes perception.

A brand that shows the dedication they've put into their product will be preferred.

There are plenty of examples of brands using this bias.

Every Birkin bag is made by a single craftsman, usually in one of Hermès' French factories, and requires between 15 and 20 hours' work. Each bag sells for £10,000.

Pixar ran PR stories revealing that a single frame for the movie Monsters University took hours 29 hours to render.

And Guinness state that their beer takes 119.5 seconds to pour.

Dedication alters perception.

It makes a leather bag as expensive as a car, a stout more flavoursome and a football training session appear better quality.

How could you showcase your dedication in your work?

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Cheers,

​Phill​