Not making one is painful.
The world rewards those who make decisions and eats up those who don't.
I had a boss who didn't like making decisions. He wanted to do the right things all the time. He analyzed a problem for months before making a decision. He preferred to take the big decisions to focus groups for their approval. He was in a position of leadership but he wasn't one.
He used focus groups as a crutch. He blamed the focus group for poor results and thus protected his job.
He was smarter than the average person. Very well read, he explained and taught the latest business principles to his disciples. I learned a lot from him.
Focus groups are not a good validation for any concept.
There are two simple reasons:
1. Perspective
2. Physiology
Let me explain.
1. Perspective
A person's expression of interest can be quite different than what they actually will do. They don't know they are lying. They think they know what they want, until it comes time to actually buy.
As a funny example, I owned two restaurants. When asked why customers chose our place, they talked about the healthy options. The top sold menu item had greasy bacon, greasy sausages, greasy potatoes, greasy ham, two pieces of toast greased with butter, with a couple of fruits as garnish.
A buyer doesn't generally know what they would do until they have to do it.
This is called Perspective. Without real conditions, perspective is biased, and probably wrong.
2. Physiology
Humans have two brains. The left brain is responsible for analysis and logic. The right brain takes care of intuition and creativity.
Great ideas are born and nurtured in the right brain. The left brain executes them in a methodical, engineered approach. When a great idea is shared in a group for analysis, the left brain goes to work trying to assess and predict its validity. It's not the left brain's job to assess creativity.
Similar to Perspective, Intuition cannot be challenged until you're in the middle of an important problem. That gut instinct cannot be summoned until it's time for immediate action.
Do you know what you would do or do you think you know what you would do?
Most of us think we know what we would do. Therefore, feedback on a hypothetical situation or product is purely speculation. Speculation boils on past experiences combined with future problems.
Great ideas are born and nurtured in the right brain. The left brain executes them in a methodical, engineered approach. When a great idea is shared in a group for analysis, the left brain goes to work trying to assess and predict its validity. It's not the left brain's job to assess creativity.
Similar to Perspective, Intuition cannot be challenged until you're in the middle of an important problem. That gut instinct cannot be summoned until it's time for immediate action.
Do you know what you would do or do you think you know what you would do?
Most of us think we know what we would do. Therefore, feedback on a hypothetical situation or product is purely speculation. Speculation boils on past experiences combined with future problems.
It's not wrong to get someone else's opinion, if you are unsure of yourself.
Don't blame them when things go bad. You are responsible not only for your opinions but the opinions of others that you decide to consult with.
Focus group consultation is dangerous.
Great businesses are not managed by committee.
Focus groups give feedback like a committee.
Tasks are handled by committees.
Not leadership.
Leadership is reserved for the bold!
We like working with the bold! If you are one of those leaders who are able to make decisions without the use of committees and you want help with your marketing, you can reach me at ricknicholson@wizardofads.com.
Don't blame them when things go bad. You are responsible not only for your opinions but the opinions of others that you decide to consult with.
Focus group consultation is dangerous.
Great businesses are not managed by committee.
Focus groups give feedback like a committee.
Tasks are handled by committees.
Not leadership.
Leadership is reserved for the bold!
We like working with the bold! If you are one of those leaders who are able to make decisions without the use of committees and you want help with your marketing, you can reach me at ricknicholson@wizardofads.com.
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