Signals of Achievement

Humans look for back-up when making decisions. Before engaging with anyone we ask “Should we trust them?”  Research shows we trust credible experts, those with THIRD PARTY ENDORSEMENTS such as a Diploma, a Uniform, or Award. With these “signals” of past achievement, expertise shows up in the present, indicating someone is worthy of our trust. 

When encountering the unknown, Suspicion is the starting point. WHEN People Doubt, they hesitate…  the opposite of engage. People want confidence in their choices because our Survival might depend upon it. Determining who to trust takes time, work. We have two choices: use our own brain to do the work or outsource that work using the brains of others. 

Third-party Endorsements save us time and protect us,  lowering risk and saving energy… both are precious to the brain …BECAUSE ENDORSEMENTS ARE EARNED and We learn in an instant what university a person graduated from by seeing their diploma on the wall – an outward indicator of the work that was put in: we know that THEIR learning was acquired after much effort of their own. Thinking is linking. And naming is framing: when we see Harvard or Oxford, or a Dr’s lab coat we link those to Respect. Other examples are titles, association memberships which are stamps of approval…   

People are more likely to ENGAGE with that which has been ENDORSED; there’s an expectation of positive outcomes and research shows a direct correlation. The past is predictor for people.  People want to say “It’s good to be with the best. We’re in the right place. We’re with the right people.”

YES, it’s true we can make mistakes. Con artists will use this principle unethically but that’s  the exception. 

It’s also true that we don’t want to be seen as boasting … It’s not bragging If you back it up. If you say it, people may doubt it. But if someone else says it about you, it’s true.  Credentials are evidence of authority –endorsements are indicators that something is proven and reliable. … inclusion in The S&P 500® is a SIGNAL OF SIGNIFICANCE… a mark of achievement… and deserves to be SHOWN.

REMIND yourself that to Make a Difference we need to be Trusted, and people look for shortcuts to Trust– Effective Communicators exhibit expertise by showing endorsements which amplifies Engagement.