Author, Speaker, Consultant: Ideas on Creating Profitable Customer Relationships

Mental Tendonitis

Written on December 13, 2009 – 12:56 am | by Steve Yastrow |

Over the last few years we’ve heard about new conditions such as “BlackBerry Thumb.”  Human evolution did not prepare us for the way we overuse our hands to send text messages and write emails on our smart phones, and this leads to pain and ailments that we haven’t had to endure in the millions of years since we developed opposable thumbs.

Makes sense.  I got my first cell phone in 1987, and in the last 22 years my hands have been subjected to gymnastics they hadn’t seen in the previous 22.  It often hurts.

Something even more sinister is happening to our brains.  Human beings evolved to deal with the social issues of small clans and the vocational challenges of the hunter gatherer.  As time went on and civilization progressed, we began to encounter much more information, and by Elizabethan times the data an educated person was exposed during his or her entire  lifetime had expanded to equal that of a current weekday edition of the New York Times. Now, of course, the information we are inundated in our contemporary lifetimes has multiplied well beyond that.

BlackBerry Thumb is nothing compared to the mental tendonitis we’re inflicting on our brains. We live in a constant state of information overload and time poverty.  We feel the only option is multitasking and multithinking, but our frontal cortices, with their limited capacity of dealing with about 40 bytes of information each second, aren’t very good at multi-anything.  The result is that we’re often distracted while interacting with people, as our minds hyperlink from topic to somewhat-related topic, and every few seconds remember that we’re supposed to be in a conversation.

The people with whom we’re speaking recognize that we’re not engaged, leading to another ill of modern life: People repeating themselves over and over, because they don’t have confidence they’re being heard. This leads to a pernicious feedback loop, as the listener listens even less as the speaker repeats himself, leading the speaker to repeat even more and the listener to listen even less.  It’s frightening to think how often things we say to people in person get as much true attention as a random tweet.

Hyperlinking has become a model not only for distracted thinking but for disjointed group conversations. I spend a lot of time facilitating group discussions, and I often see people try to “click” on a phrase in someone else’s sentence in order to jump to a related topic. I’ve learned reel them back by clicking on an imaginary “back” button.

Our modern world is busier, more fragmented, more crowded, more disjointed and noisier than anything we were made for. We’re not going to change the world we live in – in fact, we love it and we wouldn’t want to change it. But let’s recognize that we’re not prepared for it, and be aware of the challenges it imposes on us. Let’s try to filter the noise and use our amazing, highly-evolved mammalian brain in a way that leverages its strengths, not in a way that taxes its powers.

Otherwise  we’ll end up with a severe case of mental tendonitis.

RSS feed | Trackback URI

Comments - Add yours! »

No comments yet.

Name (required)
E-mail (required - never shown publicly)
URI
Subscribe to comments via email
Your Comment (smaller size | larger size)
You may use <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong> in your comment.

Related Posts

  • Multitasking is a Myth Today’s (Sunday, 8/30/09) New York Times ran an article titled...

  • Err on the Side of Share Companies are often very careful about who has access to...

  • What The Bleep Should I Do With My Future? This week’s theme has been “inventing the future” … it’s...

  • Be Fresh A friend was leafing through the pages of my book...

  • Genuine Dialogue-ometer I often ask audience members to describe what genuine dialogue...

    Related posts brought to you by Yet Another Related Posts Plugin.

  • books

    Steve’s Books

    "When Steve Yastrow writes, I pay close attention"
    - Tom Peters

    "I had to buy two copies. The first one is so dog-eared and underlined I couldn't read it any longer."
    - Seth Godin

    Steve is the author of Brand Harmony and the newly published We: The Ideal Customer Relationship. Learn more and order direct from our Products page, or from Amazon.

    Steve in the News

    Chicago's Daily Herald features a business editorial discussing the importance of We customer relationships in today's economy.

    Microsoft's Retailspeak asks Steve how recalibrating for today's economy can help retailers thrive.

    About Steve Yastrow and Yastrow & Company

    In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.

    Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."

    For more information, see our About page.