Potential vs. Achievement.

Potential vs. Achievement.

Which is better? I guessed wrong. Turns out that in many cases, people often prefer promising outcomes over solid accomplishments, according to Stanford Marketing Professor Zakary Tormala, the author of a newly released study.

For example, this seems to be the case, notes Tormala, for coaches in hiring sports players as well as for audiences choosing stand-up comedians. But it's not true for voters evaluating politicians or consumers buying products.

You can see the article by clicking here:  New Stanford study

For a taste, here a quick excerpt:

We found that even seemingly minor word choices made a difference. Participants in one study evaluated a job applicant more favorably when he had performed well on a test called the “Assessment of Leadership Potential” rather than one called the “Assessment of Leadership Achievement.” So someone who scores well on a Scholastic Aptitude Test might be perceived as a stronger candidate than someone who scores well on a Scholastic Achievement Test. A subtle shift in word choice can have a big impact on interest and engagement.

And in keeping with the findings, we'll say that this article has the potential to unlock new ideas that you can put into practice in your organization.