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Working your way through web fears

Yesterday, I spoke about how we need to overcome the fear of being wrong to really succeed on the Web. Coincidentally, I had lunch with a market research pioneer yesterday who taught me something about fearlessness. Eric Marder told us that he believes he’s the first person to use a computer for market research—back in 1956! But he’s a pioneer in other ways, too.


Eric has made a career out of zigging when everyone else zagged. He has steadfastly focused on understanding how to measure why people choose what they do, in contrast to the trend of conjoint analysis. Most researchers try to draws inferences based on what people do rather than by tracking their true motivations. Bucking the trend requires a level of fearlessness, because you will be criticized.
Inevitably, the subject of fear was raised in the conversation. As the waiter brought the check, Eric warmed to his subject and told this story.
Eric watched a high-diving competition once, a little-known sport where the winner is the person who dives from the highest point. He observed various divers taking higher and higher dives until one was declared the winner.
But the most interesting moment came when the winner was interviewed. The announcer mentioned that the other divers seemed rather nervous as the height kept escalating, and asked if he was also. “No,” the winner replied. “That’s all my coach ever works with me on. If you can overcome the fear, the diving is easy.”
Eric amplified the point with another visualization. “Imagine I laid a 50-foot long board on the floor, and asked you to walk across it without stepping off. It’s easy, right? But supposed I laid that same board between two skyscrapers?”
Adapting to the Internet, whether you work in marketing or PR or somewhere else, is in part a test of how you respond to something new and risky. The things you need to do are not intrinsically hard—it’s the fear that we bring to the tasks that get in the way of our success.

Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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