Often times developing new products and services is not an option. Sales people often have to increase sales when their engineers have only improved the product by a barely noticeable margin. But, these sales people are able to increase their sales despite the lack of improvements. As Rory Sutherland claims, “many problems of life can be solved actually by tinkering with perception, rather than that tedious, hardworking and messy business of actually trying to change reality”.
But, the public will place more value on the expensive option, even in these economic times, because it seems cost effect. It seems that the billion of dollars going to space agencies are being used effectively if there are frequent launches. This point does assume that the public only pays attention to rocket launches, not the research and spin offs don by space agencies. If the public cares about the research, then it is better to go with the cheaper option.
We can also create more symbolic value in college degrees. Yes, in some ways, society approves having an education with monitory rewards. But, the public is anti-intellectual; they place a low social value on a degree. Think of the stereotypical engineer. Very few people want to be a socially awkward geek with thick glasses and a slide rule in a pocket protector. Yet, we all know that engineering is the coolest profession in the history of mankind. We need to get the public to think this.
However, we can solve this problem easily. If we get the top celebrities of today to go back to school, this will increase the social value of college degrees. I mean, paying Snoop Dogg to go and earn an engineering degree may get some kids excited for college.
In Case You Skimmed
-How the public views education and space is more important to obtaining their support than the actually benefits of the two.
Reactions
-Do you think the public is the public is anti-intellectual?
-Do you think this strategy is dishonest in anyway?
Resources
Sutherland, Rory. "Life Lessons From an Ad Man" October 2009. Online video clip. TED. Accessed on 14 January 2009. <http://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man.html>
Futron. Space Transportation Costs: Trends in Price Per Pound to Orbit 1990-2000. 6 September 2002. White Paper. Accessed on 14 January 2009. <http://www.futron.com/pdf/resource_center/white_papers/FutronLaunchCostWP.pdf>
New York Times. Faster, NASA, Faster. Edward Lu. 20 December 2009. Web. 14 January 2010. <http://www.nytimes.com/2009/12/21/opinion/21lu.html?_r=2>.
