4 Acronyms to Challenge Our Thinking
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4 Acronyms to Challenge Our Thinking and Prevent Absorption by Artificial Intelligence (AI)
WIIFM — What’s In It For Me?
WIIFU — What’s In It For Us?
WYSIWYG — What You See Is What You Get
WYSIATI — What You See Is All There Is
A thought piece by Kathryn Atkins at Writing World, LLC
WIIFM: WHAT’S IN IT FOR ME?
When selling to a prospect, a seasoned salesperson will put the presentation in terms of what the customer wants: WIIFM. This is a proper strategy for communicating value in a Business to Consumer BtoC interaction.
WIIFU: WHAT’S IN IT FOR US?
When selling to an organization, whether non-profit or for-profit, a salesperson or business entity will take into consideration that most companies consist of teams of people, collaborators, work groups, and associates in departments that create a more inclusive sense of us. People selling in the Business to Business, BtoB, space are selling to us. It’s not WIIFM but WIIFU.
If we are not selling a product, we may be offering an idea. For online content, then, we want to remember that the question on everyone’s invisible electronic lips is also: “WHAT’S IN IT FOR US?” WIIFU? Why should we engage? Why should we listen? What can you help us do? For the salesperson or the online company creating content, today, this is a harder question to answer, but one that should not be overlooked.
WYSIWYG: WHAT YOU SEE IS WHAT YOU GET
The idea of WYSIWYG has an element of transparency. Honesty. Trust. This is what you are getting. That’s it. No changes. No switcheroos. No “We were just kidding.” The WYSIWYG model has an element of Stephen Colbert’s “truthiness.” Online and in person marketers will be successful if they are careful to engage WYSIWYG as they go to market. No one likes bait and switch.
WYSIATI: WHAT YOU SEE IS ALL THERE IS
Daniel Kahneman coined the term WYSIATI in his groundbreaking book Thinking, Fast and Slow to introduce us to our bias to make quick decisions by thinking we have all the information we need. It’s an overconfidence Achilles heel that can undermine better decision-making on the one hand, but it can also prove to move us more quickly through the decision cycle. In the old days, they used to call it shooting from the hip. Now we have an acronym for it.
BOTTOM LINE: Business and Life Trends summary. I hope these four acronyms encourage you to reconsider how your customers, prospects, and business social circles see you and how you present your company and your business persona. Of course, we are not our businesses. We are thinking, feeling beings. It is vital that we become aware of our thinking and of how people around us think and feel as we approach the precipice of Artificial Intelligence (AI). We need to know ourselves more surely and more intimately if we are to keep ahead of the bots.