Tag: History

The Trojan Horse: How Marketers, Retailers, and Artists Conceal Their True Intents

“Image: The Trojan Horse. Your guile is hidden inside a magnificent gift that proves irresistible to your opponent. The walls open. Once inside, wreak havoc.”
— Robert Greene, The 48 Laws of Power

***

The Basics

The story of the Trojan Horse is perhaps the most famous of all the Greek myths.

The Trojan War had been going on for a decade, with no end in sight and many Greek heroes dying, when Odysseus came up with an idea that won the war for the Greeks.

Because the Trojans considered horses to be sacred, the Greeks built a large, hollow wooden horse. To make it even more irresistible, they used wood from Cornel trees (also sacred) to construct it. Odysseus and a group of men hid inside while the rest of the Greek army pretended to leave the area, destroying their camp and boarding their ships.

After some debate as to whether the Greeks could be trusted, the Trojans dragged the giant horse inside the walls of the city. The end of the ten-year siege was a huge relief to the people of Troy, who spent the night celebrating.

By midnight, everyone was in a drunken stupor. Odysseus then acted, signaling to the Greek fleet to return and leading his men out of the Trojan Horse to kill the unsuspecting guards and open the doors. The Greeks then had access to the city. They massacred the Trojans, keeping a few alive as slaves. Some of the soldiers traveled further afield, forming settlements which are supposed to have led to the creation of Rome.

Ancient Greeks saw this myth as factual, with the events occurring between 1300–1200 BC in the area near Dardanelles.

There is some archeological evidence for the existence of Troy, although most historians now accept that the story is mythological. There is probably still some basis in actual events, as sieges were common during that era.

Myth or not, the fact that the story of the Trojan Horse has survived for about 15,000 years indicates its power and utility as a mental model.

Why, exactly, has this particular story retained its grip on our imagination for so long?

We can only speculate as to why. Perhaps the answer lies in the fact that the Trojan Horse is not just a story. It's also a parable, a metaphor, an invitation to be ingenious, an example of out-of-the-box thinking.

Reading it has sparked so many ideas for so many people. It is at once practical and bizarre.

Using it as a mental model, we can apply the Trojan Horse story to an array of disciplines and situations. As a concept, it can be used for both good and evil.

The Trojan Horse in Marketing and Business

We live in an era when we are all besieged by marketing messages every moment of the day. Like the Trojans hiding in their city, we have learned to shut these messages out — we use advertisement blockers, throw away junk mail unopened, ignore billboards, and filter out spam emails.

In order to gain our attention, marketers often use a technique similar to the Trojan Horse. They offer people an apparent gift — a free ebook, a discount card, a sample. Only once this item has been enjoyed can its real purpose can be enacted.

A good heuristic when things seem too good to be true is to just forget about them.

Many marketing lessons can be found in the original myth.

The Greeks chose a form which appealed to their targets, using a sacred creature and type of wood. Likewise, marketers must fit their gift to the audience, making it appealing to their basic interests. The Greeks used innovative thinking, inventing a tactic which was new and therefore unexpected. If they had tried the same thing again, it would have had no effect.

Once a marketing technique is recognizable, its impact wanes. No one is going to click on a “5 ways to kill belly fat” pop-up anymore, or fall for an email from a Nigerian prince telling you just how much money you left there, or enjoy a free executable file that will clean your computer. These ruses are now well known and we ignore them. But when these techniques were new and unfamiliar, huge numbers of people were attracted by the offers.

Some examples of Trojan Horse marketing include:

  • Offering the first chapter of a book for free to people who join an email list — Having read the chapter and received more emails which connect them to the author, people are more likely to buy the full book than they would have been if they had only seen an advert.
  • Creating free high-quality blog content for an audience to enjoy — Once people are interested in the blogger's voice and expertise, the marketing can begin. Many people will at some point want to support the person whose work they have been consuming for free. This support might include buying courses, books, or consulting services or donating to a Patreon page. We developed the learning community as not only a bunch of extras for people but also a means to support the free content we provide.
  • Writing a book detailing an expert's specialized knowledge — While sales of the book are often not high, having it published benefits the expert's business. For example, Ryan Holiday has stated that his books have led to more income from speaking and consulting than from actual book sales.
  • Making the most income from revenue streams which do not appear to be the main objective of a business — For example, high-fashion brands often make more money from perfume than from clothing, cinemas rely on sales of popcorn and drinks, and some restaurants profit predominantly from sales of alcohol.
  • Creating viral branded content which people share and engage with due to its being interesting and often amusing — For example, just try to watch the Android “Friends Furever” video without forwarding it to at least one person. The adorable video wraps up a marketing message, making people more likely to pay attention to it.

In his book Permission Marketing, Seth Godin discusses the idea under a different name. When you let people into your inbox, you're letting people into your city. They might be there for good or bad reasons; it's hard to know in advance. In a blog post, Godin explains how the concept works:

Permission marketing is the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious…

Real permission works like this: if you stop showing up, people complain, they ask where you went…

Permission is like dating. You do not start by asking for the sale at first impression. You earn the right, over time, bit by bit…

In order to get permission, you make a promise. You say, “I will do x, y and z, I hope you will give me permission by listening.” And then, this is the hard part, that's all you do. You do not assume you can do more. You do not sell the list or rent the list or demand more attention…

In the book, Godin explains how Amazon has used permission marketing to build an empire:

Using permission, Amazon can fundamentally reconfigure the entire book industry, disintermediating and combining every step of the chain until there are only two: the writer and Amazon … Amazon appears to be building a permission asset, not a brand asset.

Amazon began by offering cheap books. Once people fell for that initial Trojan Horse, Amazon offered them other products and gradually captured more and more of their online spending. Services such as Prime, Echo, and Kindle are contained within the Trojan Horse — that first cheap purchase someone makes.

Just as the Greeks invested effort into building the horse, Amazon has invested millions in technology and infrastructure. This is the essence of Trojan Horse marketing: offering a gift (with Amazon, this includes free trials, discounts, and generally low costs for popular items) and then upselling and upselling and upselling.

On the topic of Amazon Prime, John Warrillow writes:

Like many subscription models, Amazon Prime is a Trojan horse that is expanding the list of products consumers are willing to buy from Amazon and giving the eggheads in Seattle a mountain of customer data to sift through.

The Trojan Horse and the Benjamin Franklin Effect

Let’s say there is a person who dislikes you — a lot. It’s fine; this happens to all of us.

But what if you need to form an allegiance with this person? Or maybe they don’t dislike you, they just don’t know you. Either way, you need to build a relationship with them.

What should you do? Ask them out for coffee, offer a gift, ask someone for an email introduction?

One solution is to utilize the Benjamin Franklin effect, essentially a sort of Trojan Horse approach to building relationships.

The Benjamin Franklin effect is a psychological phenomenon in which we begin to like people we have done favors for. Essentially, the initial favor is the Trojan Horse, containing within it a relationship. Franklin’s original story, told in his autobiography, details how he used this during his time as a legislator:

Having heard that he [a rival who disliked Franklin] had in his library a certain very scarce and curious book, I wrote a note to him, expressing my desire of perusing that book, and requesting he would do me the favour of lending it to me for a few days. He sent it immediately, and I return'd it in about a week with another note, expressing strongly my sense of the favour.

When we next met in the House, he spoke to me (which he had never done before), and with great civility; and he ever after manifested a readiness to serve me on all occasions, so that we became great friends, and our friendship continued to his death.

We can use Franklin’s technique as a Trojan Horse to gain the respect, friendship, and cooperation of other people.

Asking someone for a favor indicates that we already respect them and consider them to have something we lack — a form of flattery which serves as the gift. Once they have accepted this and performed the favor, it can be leveraged.

Examples of the conjunction between the Benjamin Franklin effect and the Trojan Horse include:

  • Salesmen use the foot-in-the-door technique. This involves making a small request (for example, filling in a survey), then trying to sell you something.
  • If someone you know has a particular area of expertise, try texting or emailing them (rather than Googling it) whenever you have a related question. One Reddit user on r/LifeProTips recommends texting your mother simple questions on a regular basis to strengthen the relationship. Doing so indicates to people that we consider them knowledgeable, making them more likely to respond to larger requests.

Robert Greene also recommends a number of Trojan Horse–style tactics in The 48 Laws of Power, concealing true intentions within a facade and using specific behavior to achieve goals.

Use selective honesty and judgment to disarm … One sincere and honest move will cover over dozens of dishonest ones. Open-hearted gestures of honesty and generosity bring down the guard of even the most suspicious people. Once your selective honesty opens a hole in their armor, you can deceive and manipulate them at will. A timely gift—a Trojan horse—will serve the same purpose.

In The 33 Strategies of War, Greene returns to the same analogy:

[B]efriend your enemies, worming your way into their hearts and minds. As your targets’ friend, you will naturally learn their needs and insecurities, the soft interior they try so hard to hide. The guard will come down with a friend. And even later on, when you play out your treacherous intentions, the lingering resonance of your friendship will still confuse them, letting you keep on manipulating them by toying with their emotions or pushing them into overreactions. For a more immediate effect, you can try a sudden act of kindness and generosity that gets people to lower their defenses—the Trojan Horse strategy. …

When confronted by something difficult or thorny, do not be distracted or discouraged by its formidable outer appearance; think your way into the soft core, the center from which the problem blossoms… Knowing the problem’s core gives you great power to change it from the inside out. Your first thought must always be to infiltrate the center… never to whale away at the periphery or just pound at the walls.

How Artists Change Your Mind

Botticelli primavera

Many artists (a term used here to denote anyone who creates something, not just those who paint canvases) have used their work to conceal important agendas.

The Beatles, Bob Dylan, and Conor Oberst wrap political and social messages within beautiful music.

Bloggers such as Seth Godin and James Altucher envelop key life lessons and paradigm-altering concepts within humorous anecdotes and metaphors. The women who embroidered the Bayeux Tapestry added their own subtle views to the panoramas of war and victory.

Companies such as Toms, Ben & Jerry, and Lush use the popularity of their products to fund real change. Johannes Vermeer's most serene paintings tell complex, taboo narratives.

Botticelli's La Primavera (above) is actually an exploration of his interest in horticulture, not a study of human figures.

Consider Gatsby, throwing lavish parties with the sole purpose of attracting Daisy back to him. This is the essence of much of art — an attractive and appealing exterior conceals the true purpose.

People use whatever means are available to them to express their views and attitudes. Sometimes this is intentional; sometimes the Trojan Horse is built unconsciously. The purpose is to get a message across in a form which is palatable to people.

Few of us enjoy or engage with straightforward expressions of a particular agenda. But when it comes in an interesting form, we pull the wooden horse within the city walls with glee. Just as with marketing messages, we have become desensitized to these sorts of messages. Artists must now use ingenuity and creativity to spread their ideas.

As Walter Hamady writes:

The book as a structure is the Trojan horse of art — it is not feared by average people. It is a familiar form in the world, and average people will take it from you and examine it whereas a painting, poem, sculpture, or print they will not.

This concept of art as a Trojan Horse is extremely important.

Farnam Street itself serves as a Trojan Horse. Our intention is to spread an appreciation of the importance of clear thinking, lifelong learning, making good decisions and living a meaningful life.

If upon your first visit to this site, you had found nothing but a list of instructions, the chances are high that you would have ignored it and never returned. Through the use of stories, analogies and careful explorations of important ideas, this agenda has reached and inspired many people. When you read a post about a military tactic or the life of a historic figure, the purpose is not the narrative alone. It is about much more than that — a way of changing how people think.

In Contagious, Jonah Berger explains the power of stories as a Trojan Horse:

People don’t just share information, they tell stories. But just like the epic tale of the Trojan Horse, stories are vessels that carry things such as morals and lessons. Information travels under the guise of what seems like idle chatter. So, we need to build our own Trojan horses, embedding our products and ideas in stories that people want to tell… we need to make our message so integral to the narrative that people can’t tell the story without it.

Francis T. Marchese also advocates the Trojan Horse approach to art:

The Trojan Horse is an artifact that possesses a host of hidden agendas. Rather than presenting a one-off manifestation, the Trojan Horse offers many platoons, capable of strategically addressing the wider culture, pointing to replicable solutions through demonstration. Thus, an artwork acting like a Trojan Horse can contain the seeds of multiple strategic outcomes.

In short, when we want to spread an idea or spark change, we would do well to learn from the ancient Greeks.

People have strong defenses against anything which challenges their worldviews. By packaging it in a format which appeals to them, we can pass on meaning. Artists, marketers, and politicians (among others) have long realized the importance of this approach. It is a means of injecting our ideas, both good and bad, into people’s worlds through an apparent gift.

Footnotes
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    Trojan Horse Image via PBS.

Human Misjudgment and the American Revolution

We try to look at mental models in history through the lens of people who got it right, but once in a while, it’s beneficial to examine a model through the lens of those who got it wrong.

In this case, let's take a look at the remarkable series of misjudgments that resulted in the British losing their American colonies.

Our list of mental models includes 24 models in the human nature + judgment category, and at least seven of those were a factor in the British being driven out of America. Sometimes it helps to understand how great the consequences of these very human tendencies can be. And, perhaps more significantly, how a large group of people can succumb to them at the same time.

Bias from Incentives

Money, the root of stupidity.

In the mid-18th century, the British had a parliament, but it was very different from what exists today. As Barbara W. Tuchman describes in The March of Folly, the House of Commons was made up mostly of second sons of the nobility – the landowning class. Urban centers such as London were poorly represented, and not surprisingly Parliament tended to pass laws that were primarily good for its members.

A lot of the issues which ultimately led to the revolution were about money.

The British wanted to tax the colonies, as Tuchman explains, so they would at least pay for their own defense, which was costly. The colonists felt that, with the exception of trade tariffs, the British had no right to tax those who were not represented in Parliament.

So part of the reason Parliament passed incendiary legislation, taxing, for example, stamps and tea, was so that the members of parliament, the landowners, could pay less tax. This was short-sighted — an incentive that could never be realized. As Tuchman describes, some more thoughtful dissenters pointed out that the cost of collecting the taxes from the hostile colonists was more than what the taxes would bring in.

Tendency to distort due to disliking/hating

We have written before that “Our inability to examine the situation from all sides and shake our beliefs, together with self-justifying behavior, can lead us to conclude that others are the problem. Such asymmetric views, amplified by strong perceived differences, often fuel hate.”

One of the things that Tuchman points out a few times is the complete ignorance of the British when it came to the sensibilities and interests of the Americans. And we can’t blame this on the distance or comparative slow speed of communication. Tuchman highlights what is most startling is those in positions of power in the Parliament literally had no desire to understand the colonists’ position. “That the British were invincibly uninformed – and stayed uninformed – about the people they insisted on ruling was a major problem of the imperial-colonial relationship.”

Parliament did not seek the advice or opinion of those Brits who had spent time in the colonies as Administrators, nor did it interview the well-educated and thoughtful Americans who were in London, such as Benjamin Franklin.

Due to their own sense of superiority, the British nobility believing they were the pinnacle of humanity, allowed their dislike of the colonists to distort the policies they pursued. (Remember history doesn't repeat but it rhymes.) As Tuchman writes, “Attitude was again the obstacle; the English could not visualize Americans in terms of equality.”

You certainly don’t declare war on people you admire and respect.

Denial Tendency

To stubbornly pursue a course of action in the face of evidence that it will eventually blow up in your face is denial. We all do it, but to do it as a political group can lose you a war.

The American revolution did not start without warning. There were years of attempts by the British to assert control over the colonies. As Tuchman describes, they would institute taxes then rescind them, only to reinstate them later. The colonists had the same response every time. They rejected the ability of the British to tax them. It was total denial that kept the British trying.

The British passed a series of acts, called the Coercive Acts that seemed designed to piss off the Americans. But in reality, it was more about the total inability of the British to see the situation clearly. Tuchman says, “if Britain had really been pursuing a plan to goad the colonies to insurrection in order to subjugate them, then her conduct of policy becomes rational. Unhappily for reason, that version cannot be reconciled to the repeals, the backings and fillings, the haphazard or individual decisions.”

As we mentioned earlier, the cost of bringing in the tax was more than the tax itself. And if taxation was the issue that was driving the colonies to war, then why keep doing it? Denial is likely part of the answer.

Social Proof

“When we feel uncertain, we all tend to look to others for answers as to how we should behave, what we should think and what we should do.”

This is social proof.

The House of Commons was not a homogenized unit; there were dissenters to the British approach in the American colonies, though these voices were always in the minority. Some people argued against the taxes and the war, offering alternatives to Parliament to act in the interest of keeping the colonies part of the empire. But the majority followed their peers.

Added to this was the fact that, as Tuchman describes, the situation in America wasn’t a hot issue for most British. The nobility of the House of Commons was frequently more occupied with the various social scandals that occurred in their ranks.

What this helped to create was a situation of largely uninformed people responsible for voting on legislation that could have significant impacts. It is a human tendency to look to the majority for guidance on behavior when we are unsure about what to do. It is always easier to go with the majority than to oppose it. In the House of Commons, it was easier to vote with the majority than to take a stand against it, particularly if one wasn’t all that interested in the issue.

First-Conclusion Bias

We tend to stick with the first conclusion we reach. Because of our commitment to our own narrative, it becomes very hard for us to change our minds once we form a definite opinion. This involves us admitting we made a mistake — something we avoid, as it can challenge our very sense of self.

The core issue that started the conflict between Britain and the American colonies, which eventually led to the war, was, as Tuchman describes, the absolute conviction of the British that they had a right to directly tax the colonies, and the equal conviction of the American that no right existed.

At the beginning, the Americans did attempt some compromise. The British, however, never did.

Despite the dissent, the cost, and the effects, the British never reexamined their first conclusion. It became layered with other issues but remained at the core of their position. Tuchman demonstrates that “they persisted in first pursuing, then fighting for an aim whose result would be harmful whether they won or lost.”

Their first conclusion, the right of the British state to tax the American colonies, was never abandoned or modified in light of what enforcing it would actually result in. Even if it were true, the absolute nature of their position prevented them from finding a compromise. This bias was a contributing factor in the result the British finally had to accept. The loss of the war.

Commitment and Consistency Bias

Partnered with the first conclusion bias, this one essentially reinforces the pain. This is what causes us to “stick with our original decision, even in the face of new information.”

Although consistency is generally perceived to be good, uncompromising consistency is more synonymous with ignorance and fear. If torpedos are aimed at your boat, your crew might appreciate you turning it around, giving yourself time to regroup.

The British made attempts to solve their problems, but these were halfhearted at best. Tuchman actually depicts the British policy as not being consistent at all. The levied taxes, then they repealed them. They eventually sent a peace delegation but gave it no power to actually come to a compromise.

But they were fully committed to their overall attitude, which was, as Tuchman writes, “a sense of superiority so dense as to be impenetrable. A feeling of this kind leads to ignorance of the world and of others because it suppresses curiosity. [All] ministries went through a full decade of mounting conflict with the colonies without any of them sending a representative, much less a minister, across the Atlantic to make acquaintance, to discuss, to find out what was spoiling, even endangering, the relationship and how it might be better managed. They were not interested in Americans because they considered them rabble or at best children whom it was inconceivable to treat – or even fight – as equals.”

Given that this attitude of superiority was so entrenched, is it any wonder that the decisions made were those that reinforced this image?

Tendency to Want to Do Something

Busyness signals productivity. The faster you are walking the more important you are. Having time on your hands means you aren’t doing enough, not seizing the day, not contributing anything of value. Slow walkers are assumed to be seniors, students, or those who have nothing going on.

We can see the same trends in governments. Strong governments defend their position at all costs, while those who value negotiating or finding common ground are perceived as weaker. Powerful governments go to war. Those with less power find a compromise.

Tuchman claims, “Confronted by menace, or what is perceived as menace, governments will usually attempt to smash it, rarely to examine it, understand it, define it.”

So many times during the decade of conflict between the British and the Americans, the British might have put themselves in a better position if they had been willing to pause, regroup, or even walk away. Given some space, they might have compensated for the load of biases they were operating under and better defined and focused on a win-win solution.

But all the misjudgments flying around, combined with the innate human tendency to do something, led to chasing bad decisions with even worse ones.

If there is a silver lining, it’s that we can learn from our mistakes so as to not be perpetual victims of our misjudgment tendencies.

Tuchman concludes that the British did learn from their experiences during the American Revolution.

“Fifty years later, after a period of troubled relations with Canada, Commonwealth status began to emerge from the Durham Report, which resulted from England’s recognition that any other course would lead to a repetition of the American rebellion.”

People Don’t Follow Titles: Necessity and Sufficiency in Leadership

“Colonel Graff: You have a habit of upsetting your commander.
Ender Wiggin: I find it hard to respect someone just because they outrank me, sir.”
— Orson Scott Card

***

Many leaders confuse necessary conditions for leadership with sufficient ones.

Titles often come with the assumption people will follow you based on a title. Whether by election, appointment, or divine right, at some point you were officially put in the position. But leadership is based on more than just titles.

Not only do title-based leaders feel like once they get the title that everyone will fall in line, but they also feel they are leading because they are in charge — a violation of the golden rules of leadership. This makes them toxic to organization culture.

A necessary condition for leadership is trust, which doesn't come from titles. You have to earn it.

***

Necessary conditions are those that must be present, but are not, on their own, enough for achievement. This is an exceptional mental model that will help you achieve outcomes.

Perhaps an easy example will help illuminate. Swinging at a pitch in baseball is necessary to hit the ball, but not sufficient to do so.

War offers another example. It's necessary to know the capabilities of your enemy and their positions, but that is not sufficient to win a battle.

Leadership can be very similar. Being in a position of leadership is necessary to lead an organization, but that is not sufficient to get people moving towards a common goal. Titles, on their own, do not confer legitimacy. And legitimacy is one of the sufficient conditions of leadership.

If your team, organization, or country doesn't view you as legitimate you will have a hard time getting anything done. Because they won’t work for you, and you can’t do it all yourself. Leadership without legitimacy is a case of multiply by zero.

There is a wonderful example of this, from the interesting history of the Mongolians. In his book The Secret History of the Mongol Queens, Jack Weatherford tells an amazing story of the unlikely, but immensely successful, leadership of Manduhai the Wise.

250 years after Genghis Khan, the empire was in fragments. The Mongols had retreated into their various tribes, often fighting each other and nominally ruled by outsiders from China and the Middle East. There was still a Khan, but he exercised no real power. The Mongol tribes were very much at the mercy of their neighbors.

In 1470 the sitting Khan died, survived only by a junior wife. There were immediate suitors vying for her affection because by marrying her the title of Khan could be claimed. Her name was Manduhai. Instead of choosing the easy path of remarriage and an alliance, she decided to pursue her dream of uniting the Mongol nation.

First, she had to choose a consort that would allow her to keep the title of Queen. There was one remaining legitimate survivor of Genghis Khan’s bloodline – a sickly 7-year-old boy. Orphaned as a baby and neglected by his first caregiver, he had been under Manduhai’s protection for a few years. Because of his lineage, she took him to the Shrine of the First Queen and asked for divine blessings in installing him as the Great Khan. They would rule together, but clearly, due to his age and condition, she would be in charge.

Although her words would be addressed to the shrine, and she would face away from the crowd, there could be no question that, in addition to being the spiritual outcry of a pilgrim, these words constituted a desperate plea of a queen to her people. This would be the most important political speech of her life.

She was successful in securing the appointment. But Manduhai understood that the title of Great Khan for the little boy and Khatun (Queen) for her would not be enough. She needed the support of all the Mongol tribes to give the titles legitimacy, and here there were a significant number of obstacles to overcome.

Twice before in the previous generations, boys of his age had been proclaimed Great Khan, only to be murdered by their rivals before they could reach full maturity. Other fully grown men who bore the title were also ignominiously struck down and killed by the Muslim warlords who tried to control them.

First Manduhai had to keep herself and the boy, Dayan Khan, alive. Then she had to demonstrate that they were the right people to unite the Mongol tribes and ensure prosperity for all. This would take both physical battles and a strategic understanding of how to employ little power for great effect. Her success was by no means guaranteed.

Throughout their reign, as on this awkward inaugural day, they frequently benefited from the underestimation of their abilities by those who struggled against them. In the world where physical strength and mastery of the horse and bow seemed to be all that really mattered, no one seemed to anticipate the advantages of patient intelligence, careful planning, and consistency of action.

It was these traits that led Manduhai to carefully craft her plan of action. She needed to position herself as a true leader that could unite the Mongol tribes.

Vows, prayers, and rituals before a shrine added much needed scared legitimacy to Dayan Khan’s rule, but without force of arms, they amounted to empty gestures and wasted breath. Only after demonstrating that she had the skill to win, as well as the supernatural blessing to do so, could Manduhai hope to rule the Mongols. She had enemies on every side, and she needed to choose her first battle carefully. She had to confront each enemy, but she had to confront each in its own due time. Manduhai needed to manage the flow of conflicts by deciding when and where to fight and not allowing others to force her into a war for which she was not prepared or stood little chance of winning.

She made an important strategic alliance with one of the failed suitors, a popular and intelligent general who controlled the area immediately east of her power base. Then she went to battle to secure her western front. Some tribes supported her from the outset, due to the spiritual power of her partnership with the boy, the ‘true Khan’. The rest she conquered, support snowballing behind her.

In addition to its strategic importance, the western campaign against the Oirat was a notable propaganda victory, demonstrating that Manduhai had the blessing of the Shrine of the First Queen and the Eternal Blue Sky. Manduhai showed that she was in control of her country.

Grinding it out in the trenches inspired support. Manduhai demonstrated the courage and intelligence to lead and to provide what her people needed. She was not an empire builder, seeking to conquer the world. Rather, she was pragmatic desiring to unify the Mongol nation to ensure they had the means to thwart any future attempt at takeover by a foreign power.

In contrast to the expansive territorial acquisition favored by prior generations of steppe conquerors, Manduhai pursued a strategy of geographic precision. Better to control the right spot rather than be responsible for conquering, organizing, and running a massive empire of reluctant subjects. … Rather than trying to conquer and occupy the extensive links of the Silk Route or the vast expanse of China, she sought to conquer just the strategic spot from which to control them.

Her story teaches us the difference between necessity and sufficiency when it comes to leadership.

Manduhai ticked all the necessary boxes, being a Queen, choosing a descendant of Genghis Khan to rule by her side, and asking for meaningful spiritual blessings. While necessary these were not sufficient to rule. To actually be accepted as a leader, she had to prove herself both on the battlefield and in strategic negotiations. She understood that people would only follow her if they believed in her, and saw that she was working for them. And finally, she also considered how to use her leadership to create something that would continue long after she had gone.

Manduhai concentrated the remainder of her life in protecting what she had accomplished and making certain that the nation could sustain itself after her departure. With the same assiduous devotion she had applied to the battlefield and the unification of the Mongol nation, Manduhai and Dayan Khan now set to the reorganization of the Mongol government and its protection in the future.

In this, she succeeded. She cemented her power as Queen by ultimately working for the peace and prosperity of the entire Mongol nation. Perhaps this is why she is remembered by them as Mandukhai the Wise.

Rory Sutherland on The Psychology of Advertising, Complex Evolved Systems, Reading, Decision Making

“There is a huge danger in looking at life as an optimization problem.”

***

Rory Sutherland (@rorysutherland) is the Vice Chairman of Ogilvy & Mather Group, which is one of the largest advertising companies in the world.

Rory started the behavioral insights team and spends his days applying behavioral economics and evolutionary psychology to solve problems that conventionally advertising agencies haven't been able to solve.

In this wide-ranging interview we talk about: how advertising agencies are solving airport security problems, what Silicon Valley misses, how to mess with self-driving cars, reading habits, decision making, the intersection of advertising and psychology, and so much more.

This interview was recorded live in London, England.

Enjoy this amazing conversation.

“The problem with economics is not only that it is wrong but that it's incredibly creatively limiting.”

Listen

Transcript
A lot of people like to take notes while listening. A transcription of this conversation is available to members of our learning community or you can purchase one separetly.

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Understanding the Limitations of Maps

We have seen before that the map is not the territory — that the description of the thing is not the thing itself. Maps can be exceptionally useful. For instance, we can leverage the experiences of others to help us navigate through territories that are, to us, new and unknown. We just have to understand and respect the inherent limitations of maps whose territories may have changed. We have to put some work into really seeing what the maps can show us.

The Perspective
Maps are an abstraction, which means information is lost in order to save space. So perhaps the most important thing we can do before reading a map is to stop and consider what choices have been made in the representation before us.

First, there are some limitations based on the medium used, like paper or digital, and the scale of the territory you are trying to represent. Take the solar system. Our maps of the solar system typically fit on one page. This makes them useful for understanding the order of the planets from the sun but does not even come close to conveying the size of the territory of space.

Bill Bryson explains in A Short History of Nearly Everything, “such are the distances, in fact, that it isn’t possible, in any practical terms, to draw the solar system to scale. … On a diagram of the solar system to scale, with the Earth reduced to about the diameter of a pea, Jupiter would be over a thousand feet away, and Pluto would be a mile and half distant (and about the size of a bacterium, so you wouldn’t be able to see it anyway).”

Maps are furthermore a single visual perspective chosen because you believe it the best one for what you are trying to communicate. This perspective is both literal — what I actually see from my eyes, and figurative — the bias that guides the choices I make.

It’s easy to understand how unique my perspective is. Someone standing three feet away from me is going to have a different perspective than I do. I’ve been totally amazed by the view out of my neighbour’s window.

Jerry Brotton, in his book A History of the World in Twelve Maps, reveals that “the problem of defining where the viewer stands in the relation to a map of the world is one geographers have struggled with for centuries.” Right from the beginning, your starting point becomes your frame of reference, the centre of understanding that everything else links back to.

(Via NASA)

In an example that should be a classic, but isn’t because of a legacy of visual representation that has yet to change, most of us seriously underestimate the size of Africa. Why? Because, as Tim Marshall explains in his book Prisoners of Geography, most of us use the standard Mercator world map, and “this, as do other maps, depicts a sphere on a flat surface and thus distorts shapes.” A world map always has to be distorted, with a bent toward the view you are trying to present. Which has led to a northern hemisphere centric vision of the world that has been burned into our brains.

Even though Africa looks roughly the size of Greenland, in fact, it is actually about 14 times larger. Don’t use the standard Mercator map to plan your hiking trip!

Knowing a map’s limitations in perspective points you to where you need to bring context. Consider this passage from Marshall’s book: “Africa’s coastline? Great beaches – really, really lovely beaches – but terrible natural harbors. Amazing rivers, but most of them are worthless for actually transporting anything, given that every few miles you go over a waterfall.” A lot of maps wouldn’t show you this – the lines that are rivers are all drawn the same. So you’d look at the success the Europeans had with the Danube or the Rhine and think, why didn’t Africans think to use their rivers in the same way? And then maybe you decide to invest in an African mineral company, bringing to the table the brilliant idea of getting your products to market via river. And then they take you to the waterfalls.

The Author/Cartographer
Consider who draws the maps. A map of the modern day Middle East will probably tell you more about the British and French than any inhabitants of the region. In 1916 a British diplomat named Sykes and a French diplomat name Picot drew a line dividing the territory between their countries based on their interests in the region and not on the cultures of the people living there, or the physical formations that give it form.

Marshall explains, “The region’s very name is based on a European view of the world, and it is a European view of the region that shaped it. The Europeans used ink to draw lines on maps: they were lines that did not exist in reality and created some of the most artificial borders the world has seen. An attempt is now being made to redraw them in blood.”

The map creator is going to bring not only their understanding but also their biases and agenda. Even if your goal is to create the most accurate, unbiased map ever, that intent frames the decisions you make on what to represent and what to leave out. Our relatively new digital mapping makes a decision to respect some privacy at the outset and so Google doesn’t include images of people in its ‘streetview'.

Brotton argues that “a map always manages the reality it tries to show.” And as we have seen before, because there really isn’t one objective reality, maps need to be understood as portraying personal or cultural realities.

“No world map is, or can be, a definitive, transparent depiction of its subject that offers a disembodied eye onto the world.” All maps reflect our understanding of the territory at that moment in time. We change, and maps change with us.

The Territory
This leads to another pitfall. Get the right map. Or better yet, get multiple maps of the same territory. Different explorations require different maps. Don’t get comfortable with one and assume that’s going to explain everything you need. Change the angle.

Derek Hayes, in his Historical Atlas of Toronto, has put together a fascinating pictorial representation of the history of Toronto in maps. Sewer maps, transit maps, maps from before there were any roads, and planning maps for the future. Maps of buildings that were, and maps of buildings that are only dreams. Putting all these together starts to flesh out the context, allowing for an appreciation of a complex city versus a dot on a piece of paper. Maps may never be able to describe the whole territory, but the more you can combine them, the fewer blind spots you will have.

If you compare a map of American naval bases in 1947 with one from 1937, you would notice a huge discrepancy. The number increased significantly. Armed only with this map you might conclude that in addition to fighting in WWII, the Americans invested a lot of resources in base building during the 40s. But if you could get your hands on a map of British naval bases from 1937 you would conclude something entirely different.

As Marshall explains, “In the autumn of 1940, the British desperately needed more warships. The Americans had fifty to spare and so, with what was called the Destroyers for Bases Agreement, the British swapped their ability to be a global power for help in remaining in the war. Almost every British naval base in the Western Hemisphere was handed over.”

The message here is not to give up on maps. They can be wonderful and provide many useful insights. It is rather to understand their limitations. Each map carries the perspective of its creator and is limited by the medium it’s presented in. The more maps you have of a territory, the increased understanding you will have of the complexities of the terrain, allowing you to make better decisions as you navigate through it.

Galilean Relativity and the Invasion of Scotland

A few centuries ago, when Galileo (1564-1642) was trying to make a couple of points about how our world really works, one of the arguments that frequently came up in response to his ‘the earth orbits the sun’ theory was “if the earth is moving through space, how come I don’t notice?”

Not that I have much to begin with, but I don’t feel the wind constantly in my hair, I don’t get orbit-induced motion sickness, so why, Galileo, don’t I notice this movement as the earth is spinning around over 100,000 km per hour?

His answer is known as Galilean Relativity and it contains principles that have broad application in life.

Understanding Galilean Relativity allows you to consider your perspective in relation to results. Are you really achieving what you think you are?

First, an explanation of the theory.

Imagine you are on a ship that has reached constant velocity (meaning without a change in speed or direction). You are below decks and there are no portholes. You drop a ball from your raised hand to the floor. To you, it looks as if the ball is dropping straight down, thereby confirming gravity is at work. You are able to perceive this vertical shift as the ball changed its location by about three feet.

Now imagine you are a fish (with special x-ray vision) and you are watching this ship go past. You see the scientist inside, dropping a ball. You register the vertical change in the position of the ball. But you are also able to see a horizontal change. As the ball was pulled down by gravity it also shifted its position east by about 20 feet. The ship moved through the water and therefore so did the ball. The scientist on board, with no external point of reference, was not able to perceive this horizontal shift.

This analogy helped Galileo explain why we don’t notice the earth moving — because we’re at the same constant velocity, moving with our planet.

It can also show us the limits of our perception. And how we must be open to other perspectives if we truly want to understand the results of our actions. Despite feeling that we’ve got all the information, if we’re on the ship, the fish in the ocean has more he can share.

History offers an illuminating example of this principle at work.

In the early fourteenth century, two English kings (Edwards I and II) were repeatedly in conflict with Scotland over Scottish independence.

Nationalism wasn’t as prevalent as an identity characteristic as it is today. Lands came and went with war, marriage, and papal edicts, and the royal echelons of Europe spent a lot of time trying to acquire and hold on to land, as that is where their money ultimately came from.

There were a lot of factors that led Edward I, King of England, to decide that Scotland should be his. It has to do with how William the Conqueror divided things up in the area in 1066, the constant struggle by the English for the strategic upper hand against France, and more generally, the fact that the King of England was at the head of a feudal system that, “by enlarging a class of professional soldiers who owed military service in payment for land, it enabled it,” says William Rosen in his book The Third Horseman: Climate Change and the Great Famine of the 14th Century.

Edward I wanted to rule Scotland. The Scots weren’t interested. He invaded half a dozen times and succeeded only in giving birth to a separate Scottish identity. His desire for Scotland became his Galilean ship. He couldn’t see beyond that desire to understand how his actions were actually fundamentally undermining his goals.

History regards Edward I as a decent king. Strategic in battle, a good administrator, and so one can assume that what he generally wanted was to rule over a prosperous and powerful country. In his mind then it may have been a very simple equation – since prosperity in the middle ages was tied up with land, then to have more of it must be good. And Scotland was in a convenient location, as opposed to, say, Mongolia.

What Edward I did not see was that the repeated invasion of Scotland was undermining the very prosperity and power he was hoping to augment. It was costing tons of money, money that had to be raised from the nobility that supported his monarchy, which in turn had to be raised via the peasants from the land. People were getting sick of watching their taxes go up in flames on the Scottish border. And, as Rosen claims, “A king’s authority depends utterly on the loyalty and faith of his people.” Lose your popular support and you lose everything.

When Edward I died, his son, Edward II, inherited his father’s quest to own Scotland. He too repeatedly invaded with no lasting success. And he had it even worse. The beginning of his reign coincided with a major famine that decimated the population. This was followed by diseases that swept through the agricultural animal populations. So there was less money to support war.

But Edward II kept taxing and invading Scotland anyway, indifferent to the plight of his people. This contributed to widespread disgust with his reign and eventually led to his being disposed of, and likely murdered, in favor of his son. A cautionary tale on what happens when you lose the loyalty of the people you are meant to be leading!

This all begs the question, was Scotland really such a great prize to justify the repeated attempts to conquer it?

The answer is no. As Rosen writes, “the conquest of medieval Scotland was, by any rational economic calculus, a poor bargain for both of England’s King Edwards, who together spent more than the entire value of the country in one failed expedition after another.”

They certainly did not see this.

It is important to know that in Galilean relativity, neither the perspective of the scientist on the ship nor the fish in the ocean is incorrect. Both perspectives are true for those doing the observing. Because the scientist has no external frame of reference, he is not mistaken when he says that the ball moved only vertically, and not horizontally.

You aren’t always going to be able to adjust for Galilean relativity. Given the roles, expectations, and mythology surrounding kings, both Edwards were acting according to the viewpoint they had.

So discussing the attempted conquest of Scotland by both Kings is not about revealing that their assumptions were incorrect. From their perspective acquiring land was always a good thing. But by failing to consider other perspectives they didn’t achieve their intended results – control of Scotland – and, more importantly, were unable to appreciate the results they were affecting. More land cannot come at the expense of support for your leadership.

It is likely that at least one advisor might have said to the Edwards, ‘hey, maybe you should spend some more money on preventing the starvation of the population that pays you taxes and take a break on this Scottish thing’. This is where understanding Galilean relativity is useful – you won’t shoot the messenger.

You will know that sometimes you are on the ship, and the limitations this entails, and so be open when the fish shares his perspective with you.