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Checking all the boxes

The simplest way forward is to see which boxes your target market has and then check all of them.

Unfortunately #1: The audience doesn’t publish their actual list of boxes, they conceal many of them.

Unfortunately #2: They don’t all have the same boxes.

Unfortunately #3: If it were that straightforward, your competition would have done it all already.

Great work finds emotions, stories and possibility. Great work invents new boxes.

The Yellow Brick Road is mostly an illusion.

Expertise and credentials

In the ideal world, credentials would be awarded to all experts, and withdrawn from all charlatans.

But they don’t always line up as neatly as that.

An expert is someone who can keep a promise. Point to the results that demonstrate your skill and understanding and commitment and we’ll treat you as an expert.

Credentials, on the other hand, are awarded to folks who are good at being awarded credentials. The place you went to school or the number of followers you have online are credentials. If they help you create value, that’s great. But they’re not the same as expertise.

The weird arithmetic of coordinated action

Twenty handwritten letters received by someone in power are worth a hundred times as much as two letters.

And when that becomes a hundred different personal letters, increasing in volume, from different people, delivered to an organization every week for a year… it’s worth a million times as many as just twenty.

Honesty about better

“I don’t want to learn to be better,” is something we rarely admit.

We don’t say:

I don’t want to learn statistics, even though it will dramatically improve my decision making.

I don’t want to learn a new programming language, even though it will get me a better job.

I don’t want to learn methods for creativity, strategy or marketing, even though they will help me get unstuck.

I don’t want to learn how AI will transform my work, even though it will make me more productive.

I don’t want to learn how to use the shortcuts on my apps, even though it will save me time.

I don’t want to learn basic selling skills, even though they will help me make a difference.

I don’t want to understand what happened decades ago, even though it will help me be a better citizen.

All of these things (and many more) are now easily learned, for free, online, with no peer pressure.

But we hesitate. We hesitate because:

  • Learning requires effort
  • Once we learn something, we might have to change our mind
  • Changing our mind shifts how we see the world, and that can be unsettling
  • Change feels risky

There are countless things I’d like to learn, but if I’m being honest, my problem is that I don’t care enough to do the work.

The most difficult part of adult learning is choosing to learn.

Trusting AI

For generations, humans have been entrusting their lives to computers. Air Traffic Control, statistical analysis of bridge resilience, bar codes for drug delivery, even the way stop lights are controlled. But computers aren’t the same as the LLMs that run on them.

Claude.ai is my favorite LLM, but even Claude makes errors. Should we wait until it’s perfect before we use it?

If a perfect and reliable world is the standard, we’d never leave the house.

There are two kinds of tasks where it’s clearly useful to trust the output of an AI:

  1. Recoverable: If the AI makes a mistake, you can backtrack without a lot of hassle or expense.
  2. Verifiable: You can inspect the work before you trust it.

Having an AI invest your entire retirement portfolio without oversight seems foolish to me. You won’t know it’s made an error until it’s too late.

On the other hand, taking a photo of the wine list in a restaurant and asking Claude to pick a good value and explain its reasoning meets both criteria for a useful task.

This is one reason why areas like medical diagnosis are so exciting. Confronted with a list of symptoms and given the opportunity for dialog, an AI can outperform a human doctor in some situations–and even when it doesn’t, the cost of an error can be minimized while a unique insight could be lifesaving.

Why wouldn’t you want your doctor using AI well?

Pause for a second and consider all the useful ways we can put this easily awarded trust to work. Every time we create a proposal, confront a decision or need to brainstorm, there’s an AI tool at hand, and perhaps we could get better at using and understanding it.

The challenge we’re already facing: Once we see a pattern of AI getting tasks right, we’re inclined to trust it more and more, verifying less often and moving on to tasks that don’t meet these standards.

AI mistakes can be more erratic than human ones (and way less reliable than traditional computers), though, and we don’t know nearly enough to predict their patterns. Once all the human experts have left the building, we might regret our misplaced confidence.

The smart thing is to make these irrevocable choices about trust based on experience and insight, not simply accepting the inevitable short-term economic rationale. And that means leaning into the experiments we can verify and recover from.

You’re either going to work for an AI or have an AI work for you. Which would you prefer?

Kinds of incompetence

The second worst is the unaware sort. The work doesn’t meet spec, and we don’t even realize it.

The worst is uncaring. We know the work doesn’t meet spec, but we don’t bother to fix it.

But there are other varieties, and some are worth seeking out:

There’s the incompetence of creativity and art, where the spec isn’t the point.

And there’s the dawning awareness of incompetence that comes from learning. We didn’t realize we could do better, and then we discover we can. That’s a critical step on the path to better.

Lulled

Selfish is easy.

Short term is easy.

Complacent is easy.

Turning our head and ignoring the problem is easy.

Going along to get along is easy.

But easy isn’t the point.

Better is.

Challenging the status quo is difficult, and worth it. Happy Birthday.

Don’t steal the revelation

Learning is a journey of incompetence.

First, we realize that there’s something we don’t know.

Then we see that we’re going to be better at it, and we’re not good at it yet.

Then we figure it out and we’ve succeeded.

Repeat.

When we pre-process the information and simply test people on it, there’s no real learning going on. We become what we do, and if we actually solve the riddle, we’re more likely to have it stick than if someone simply tells us the answer.

The job of the teacher is to create the conditions for the student to explore their incompetence long enough to learn something useful.

Memo to the future

The experience of the now is often more vivid than a distant memory. As a result, we can make decisions in the future without enough regard for how we felt the last time we were in a similar situation.

Here’s a simple hack that can inform your decisions…

You know someone who recently got the flu. Perhaps they were sick in bed for weeks, or even needed medical attention… Write down what happened (and how it made you feel) and put it in your calendar for September 16th. That way, nine months from now, when you’re thinking of getting a flu shot, the reminder will be right there for you.

Did you leave work an hour early to spend time with friends instead? Take some pictures and add that reminder to your calendar for two months from now, a useful way to get out of your daily work rut.

One more: the next time that cold and rain doesn’t keep you from an outdoor walk, drop yourself a note for next week, reminding yourself of how good it was to get up and get out.

It’s not a diary you put on the shelf. It’s a diary entry you send to yourself in the future.

The future unfolds, with or without us, but that doesn’t mean we can’t bend it in a useful direction.

Embracing externalities

Freedom is something we desire. The freedom to choose, to speak up, to produce, to follow our passions and our dreams.

And organizations in search of efficiency, shortcuts or profits often argue for freedom as well. The freedom to organize their production and to go to market without regulation or hassle.

Our actions, though, have consequences. That power plant might be venting steam into the river that millions depend on. Your upstairs neighbor’s loud music at midnight is your sleep interrupted. Your worse might be someone else’s better (and vice versa).

The temptation is to deny the externalities or to minimize their impact. Teenager thinking is to argue for freedom by pointing out that nothing bad will happen, or if something does, it won’t matter much, and even then, it won’t really be your fault. Denial is tempting, but it’s not helpful.

It’s more useful and productive to do precisely the opposite.

The best way to achieve freedom is to take responsibility for the actions you’re taking. And the best way to be clear that you’re taking responsibility is to highlight the externalities and own them.

When you acknowledge what we can easily see, it’s much easier to trust you.

List for us all the negative consequences of your policy, output or actions, and then tell us how you’ll remedy them.

Freedom isn’t a clever plan to be let off the hook. It’s a deliberate path to being on the hook.