Speaking to the strategic planning committee for Temple Israel in Minneapolis, I
began a discussion of this fallacy
with a quote from the movie My Favorite Ye a
r : “Jews always know two things. Suffering, and
where to find great Chinese
food.”
I also told them that it was no surprise that
The Power of Positive Thinking
was written by a white Protestant.
I asked them, “Hey, can you imagine
somebody named Goldberg writing a book on positive thinking?”
While I already knew that Jewish jokes play well to Jewish audiences, my
motive was quite serious.
There are fatalistic groups, fatalistic people, and
fatalistic companies. Some people cannot picture success. Some people are
afraid to believe in it because they are terrified of disappointment. And most
people will say, “We tried something like that. Didn’t work.”
The New York Mets didn’t have a prayer in the 1969 World Series. They had
been laughed at for years. Their relief pitcher
Tug McGraw implored them, “Ya
gotta believe.” They started believing.
Their opponents, the Baltimore Orioles, wish they hadn’t.
You gotta believe.
Yeah, but I Like It
Here’s a good question: Why
do people buy what they buy?
Many service marketers assume that buying decisions are fairly logical. A
prospect for a service adds up the cost
and benefits of one service, compares it to
another’s, and chooses the service with the better score.
Providers of many services—accountants, lawyers, and financial services
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