There is a continuous drive for human to be more like machines, but the problem is they are not. No matter how well a business or product message is crafted everyone that hears it, hears it differently. They hear it according to their experiences, their knowledge and this is why mass market media exists in the hope of shooting wide and attracting some part of peoples attentions and thinking patterns.
Humans should be Logical, but they are not
In this generation AI will have a huge impact, however machines work in an absolute form of Socratic Logic which is not how humans think. Science has a huge responsibility here, as it has pushed an absolute notion of things and people. Machines can’t rebel over this imposition but humans can and do.
Socratic Logic, is used to program machines and is based on asking and answering questions to stimulate critical thinking and to draw out ideas and underlying presumptions. It often involves a discussion in which the defense of one point of view is questioned; one participant may lead another to contradict themselves in some way, thus weakening the defender’s point.
Hegelian dialectic, usually presented in a threefold manner thesis, antithesis, synthesis while there appears to be a huge debate over the origins of this logical form I first read it in Georg Wilhelm Friedrich Hegel work and adopted it there. I use Hegelian Logic in understanding human behaviour, customer journeys, customer experience and future proofing digital and engagement strategy.
Humans start with a proposition called a Thesis
The Thesis is the idea or concept, for example people should choose our company because they get the best service.
Hegelian Logic users establish a negation of that thesis called the antithesis
The Antithesis is the opposite idea or concept, for example people don’t choose our company because they get the worst service.
Hegelian Logic users define a synthesis whereby the two conflicting ideas are reconciled to form a new proposition
The Synthesis is the new proposition, for example people should choose our company because we give them the service they desire.
So that is a good play on using the method, but why is it important?
How can Hegelian Logic change Business and Customer interactions, expectation and value stream engagement?
Hegelian Logic should be applied to everything.
For example there is a little known activity in data analytics call outlier removal. An outlier is data that does not fit the expected or desired outcome because data analytics uses Socratic Logic it is fine to remove these out of the main thesis data. If a Business was to apply Hegelian Logic to customer experience data they would find very different and valuable insights into behaviour that both lags behind a target state but that also leads into the next level of engagement and value. This highly valuable data is routinely removed because it does not fit the Socratic Logic methods used as industry practice.
Instead of finding out what has happened in business why not find out where the market is going based on actual data already within business systems? Effort vs. Reward many companies are unsure of how to take advantage of the data they already have and are expecting AI to make that step for them. Unfortunately as long as data cleansing removes Outliers, AI will never access Antithesis data and never give true insights or reach it true value.
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Karl Smith, Experience Consultant by Karl Smith is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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