Seeing is believing

You may of heard that...

People believe approximately 10% of what they hear, 20% of what they read and 70% of what they see.

The fundamental human behaviour which this statement reflects underpins the effectiveness of performance predictors. Human beings are typically skeptical and inquisitive by nature, which results in consumers wanting facts, data, examples and trials to substantiate any marketing claims made by organisations before committing. Fair enough.

Take the following for example...

If I told you that there was a guy who could significantly alter your thinking in a matter of minutes, you would probably be skeptical. Instead of not believing this claim, please visit You Tube and look at this video: http://www.youtube.com/watch?v=befugtgikMg.

Now, you may still be skeptical after watching the video, however you would be a real cynic not to be open to more explanation about the process used in this video.

When selecting or developing performance predictors always keep this fundamental human behaviour in mind - we believe when we see (more than when we are told or read something). In fact, the best performance predictors combine seeing, hearing and reading the 'evidence' simultaneously.