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It was a pleasure to be invited to the Launch of Improving The Cancer Journey Jersey. One observation that struck me is how cancer patients tend to open up and engage differently with organizations like Macmillan Jersey, compared to clinical medical staff. It seems the act of putting on a uniform, as well as the environment, significantly influences our relationships. For instance, conversing with a police officer in uniform at the police station would differ greatly from chatting in a café out of uniform – even of conversing on a neutral topic.
Neuroscience teaches us that expectations before an event and experiences afterward greatly impact that event. Entering an event with a positive and confident mindset often leads to a successful outcome. Conversely, negative feedback afterward can color our recollection of the event. Interestingly, despite the event being the same in both circumstances, our attitude going into it or the reflection afterward can completely alter our perception of it.
This is similar to the concept of anchoring once we have an idea in our head is very difficult to dissuade us off that idea. That has implications for reputation because once you have decided something no amount of evidence to the contrary is going to dissuade us of that thing because our expectations colour perceptions and our perception is become a reality not actually the event itself but we notice remember recall value judge from it.
Personally, I’ve never been a fan of prioritizing style over substance. I find it disconcerting that a subpar product can attract buyers simply by dressing it up nicely with a good brand and logo. However, it’s undeniable that branding can influence consumer preferences. For instance, in blind taste tests, people may prefer the flavor of Pepsi, but they consistently choose Coke due to branding. The packaging and brand significantly affect our sense of taste; when we know it’s Coke, we tend to prefer it.
Restaurants have understood this concept for years. Restaurateurs recognize that how they present food profoundly affects anticipation, enjoyment, taste, and recollection of the dining experience. The ambiance and circumstances often overshadow the food itself. While there’s no scientific reason for it, we may perceive that wine tastes better in a particular glass or that tea tastes better in a specific cup. However, the composition of the fluid remains unchanged; it’s our expectations that have shifted, altering our experience of the event through anticipation or neural pathways.
While this list may seem somewhat academic, it carries profound implications. On one hand, it highlights the somewhat dark ability to pass off subpar products by presenting them with a sincere smile, thereby making the customer or client feel good. On the other hand, with good intent, we can significantly enhance the customer experience without actually changing the product, primarily by focusing on how the customer feels.
Returning to my initial reflections on the cancer journey, it’s evident that in the right environment, with the right people and information, we can transform fear into fortitude. We can assist individuals in coming to terms with very difficult matters. Despite the event or diagnosis remaining unchanged, with the right expectations going into it and the right experiences coming out of it, an event can indeed transform our attitude and feelings.
Tim HJ Rogers
Consult | CoCreate | Deliver
I support people and teams to grow, perform and succeed unlocking potential as a partner Consultant, Coach, Project and Change Manager. Together we can deliver projects and change, and improve the confidence, capacity, drive and desire of the people I work with.
ICF Trained Coach | MBA Management Consultant | PRINCE2 Project Manager, Agile Scrum Master | AMPG Change Practitioner | Mediation Practitioner | BeTheBusiness Mentor | 4 x GB Gold Medalist | First Aid for Mental Health | Certificate in Applied Therapeutic Skills
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