Work 2.0: The Obstacles You Don't See

Hidden Brain

Hidden Brain Media

Arts, Science, Performing Arts, Social Sciences

4.6 • 40.4K Ratings

🗓️ 1 November 2021

⏱️ 50 minutes

🔗️ Recording | iTunes | RSS

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Summary

Introducing new ideas is hard. Most of us think the best way to win people over is to push harder. But organizational psychologist Loran Nordgren says a more effective approach is to focus on the invisible obstacles to new ideas. If you like our work, please consider supporting it! See how you can help at support.hiddenbrain.org. And to learn more about human behavior and ideas that can improve your life, subscribe to our newsletter atnews.hiddenbrain.org.

Transcript

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0:00.0	This is Hidden Brain. I'm Shankar Vedanta.
0:02.8	Hi, what was the last time you baked the cake?
0:05.6	Last week here.
0:07.5	When American food companies introduced cake mixes in the 1930s,
0:11.7	they figured they had a winner.
0:14.0	All you had to do was add water to the mix and pop it into the oven.
0:18.5	You don't have to be an expert when you use my cake mix.
0:22.0	The man really goes for it.
0:25.2	There was just one problem.
0:27.0	American women were not going for it.
0:30.3	Sales lagged for nearly two decades.
0:34.6	Northwestern University researcher Lauren Nordgren says the lack of interest
0:38.8	wasn't because the cake's tasted bad.
0:41.4	The problem was psychological.
0:44.8	What baking a cake represents is care.
0:49.7	And the perception was that making cake with a pre-packaged mix
0:55.8	was a violation of that act.
0:59.1	General Mills hired a psychologist named Ernest Dictor,
1:02.2	who came up with a clever solution.
1:04.4	Instead of including dried eggs in their mixes,
1:07.1	General Mills asked bakers to add fresh eggs.
1:11.3	When you make a cake from a mix, which do you want?
	...

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