Sharing Weaknesses

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In the 1970s, researchers Jones and Gordon¹ from Duke University played people a recording of a man (really a stooge) talking about his life.

During the tape the man explained he had not completed a school semester because he had been caught cheating and had been expelled.

The researchers edited the tape so that:

1️⃣ Half of the participants heard this bombshell toward the beginning

2️⃣ Half of the participants heard it toward the end.

Did the timing of the weakness change perception?

Yes. Dramatically.

According to Richard Wiseman²:

"When the cheating was mentioned toward the start of the tape, the man appeared far more likeable than when it was mentioned toward the end."

There's evidence that this occurs with court cases too.

Lawyers are judged as having a stronger case³ when they acknowledge a weakness in their argument at the start of a trial.

And many smart brands leverage the same bias. They share their weakness upfront.

• Avis – “We’re No. 2. We try harder.”
• Marmite – “Love it or hate it.”
• Buckley’s – “It tastes awful. And it works.”
• Guinness – “Good things come to those who wait.”
• Listerine — “The taste you hate. Twice a day.”
• Stella Artois — “Reassuringly expensive.”
• KFC — “FCK. We’re sorry.”

So, if you have a weakeness and it's bound to come out.

Don't hide it.

Present it first.

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Cheers for reading!

​Phill​

P.S. I'm publishing my favourite podcast episode of the year on Monday—don't miss it.