Be the Dumber Guys in the Room

yesBusiness, most simply, is the practice of persuasion with the aim of making money. And the wise, worldly investors like Charlie Munger have done well in large part because of their familiarity with basic incentives and common methods of persuasion. One of Munger’s favored guides in his study has been Dr. Robert Cialdini, and in particular, his book Influence: Science and Practice, now in its 5th edition [see our previous discussions here, here, and here].

Dr. Cialdini, with Noah Goldstein and Steve Martin, has recently co-authored a shorter, more accessible account of social psychology’s established findings on human persuasion, entitled Yes! 50 Scientifically Proven Ways to Be Persuasive (Free Press, 2008). All told, it offers 50 brief vignettes that describe effective tactics of persuasion. Though the reader will find some reprises from Influence, I found much of interest and use.

For example, the authors describe the danger of being the brightest person in the room, or in one’s field. James Watson and Francis Crick are well-known as the discoverers of the double helix structure of DNA, even though Rosalind Franklin was the most intelligent scientist working on the problem in those days. Presumably like Franklin, Watson and Crick had clearly identified the most important problem to probe, dedicated their minds fully to its pursuit, and were passionate about their work. Yet, their advantage was their collaboration. Whereas the most brilliant tended to work alone, Watson and Crick sought advice and insight from all resources.

And more recently, behavioral scientists Patrick Laughlin and his colleagues have confirmed the value of collaboration, finding that “the approaches and outcomes of groups who cooperate in seeking a solution are not just better than the average member working alone, but are even better than the group’s best problem solver working alone” (100). Multiple minds working together stimulate more creative solutions and command wider knowledge and perspectives. Further, multiple actors can work on specialized tasks, expediting progress and enabling “parallel processing.” However, despite these benefits, Goldstein et al. argue that decisions made completely by committee are “notorious for sub-optimal performance” (101). Hence, their ultimate recommendation is that information be gathered and accessed collectively, but that decisions are made by a leader.

What lessons can we take from this knowledge of our patterned behavior? In investing, collaboration has clearly produced unprecedented returns for the team of Buffett and Munger. Yet, neither is shy in admitting that Buffett makes most of the buying decisions—at times, not even consulting Munger. Practically speaking, as one gathers information about a potential investment, there is a temptation to myopia, particularly if one is initially inclined to buy or sell. Data that confirms our inclination stands bold; disconfirming data melts into the mess. Crucial then is the intentional act of building and weighing the case against the proposed action. For each security one buys, he must achieve equal fluency in the case for selling. And vice versa. Only amid the trial of contending voices can the decisive agent invest intelligently.

Disclosure: I, or persons whose accounts I manage, own shares of Berkshire Hathaway at the time of this writing.


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