In Marcia Yudkin's Marketing Minute, an e-zine I receive each Wednesday, she cited a study from Gerald Zaltman's book, How Customers Think. Apparently, dental patients who received a bogus painkiller during a procedure that was normally painful felt fine if their dentist believed the painkiller worked. "When the dentist knew the treatment was a sham and pretended it would work, the patient felt pain or discomfort. Unconsciously, the dentists communicated their doubt, and patients reacted, also at an unconscious level," according to Yudkin.
This relates extremely well with studies related to the Pygmalion Effect in which people at work perform to the level of their supervisor's expectations. This is a powerful concept: underestimate the capabilities and potential contribution of the people who report to you to your great loss. People who are genuinely believed in, become the person you believe them to be.
Raise the bar; expect wonderful performance. Express your absolute belief that the staff member will perform. You know what? I'll bet he will.
Warmly,
Susan
Marcia Yudkin's Marketing Minute
Want to learn more about the Pygmalion Effect? Check here.
11:54:44 PM
You Get What You Expect 
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