Arrogant – Takes One To Know One.

17 Sep Arrogant – Takes One To Know One.

Arrogant - Takes One To Know One.

My core values of Curiosity, Kindness, Integrity, Candour and Congruence have been well-documented. But there's a dirty little secret that reveals itself every now and then.

Closely linked to my need to be candid is a deliberate arrogance that is served raw when the occasion requires. I don't sugar-coat my beliefs when I feel the situation demands. I simply subtract the kindness and what's left, candid opinion, sometimes ruffles the feathers of those with a fragile sense of self-importance.

There's a distinct difference, though, between being deliberately arrogant and those lacking the self-awareness to notice the trait of arrogance in themselves. Those possessing an illusory sense of superiority.

So it was with a recent exchange on social media with the self-proclaimed "Marketing Expert" Simon Leadbetter. An ex-Head of Marketing at more companies than might seem prudent. As they say, once is a mistake. Twice is a pattern and three times is a habit. Did he leave Keller Williams. Fine & Country or Countrywide better off than he found them? I couldn't possibly comment.

Here's a flavour of the dialogue.

"It took less than a minute for my troll to turn up in the comments section. Joining the conversation, Not.

Their opener:

“I'm astounded by the lack of Marketing skills within this industry from not only this contributor but from the blinkered " experts" that rely on data to build their argument."

How rude of Simon? A troll? The sensitive Simon knows who I am and we were, past-tense, connected on social media.

He continued:

"What? Are they arguing that relying on data to construct an argument is wrong?"

Sharp on the uptake, our Marketing “Expert". That's precisely what I'm arguing.

Data is an approximation of some aspect of the world at a certain time and place. As long as data is considered as cold, hard, infallible truth, we run the risk of generating and reinforcing a lot of inaccurate understandings of the world around us.
Data cannot replace human intuition and it cannot remove risk. Ergo, relying on data to build an argument is, in my opinion, wrong.

Currently in the news, our friends at Purplebricks proudly proclaim that they "complete sales 10 days faster than other agencies.".

Dig deeper and it becomes apparent that the data is taken from last year when the market was completely different.

" The statement is based on data from Twenty EA, the most comprehensive property & home mover database in the UK.” Said a Purplebricks spokesperson, adding "the data is the most recent we hold from research conducted by industry analysis."

My point precisely - data that could be twenty months old, being used to build an argument today.

Here is what the flawed data doesn't shed light on - whether the agency achieved the asking price, or simply pressured vendors, naive enough to pay the fee up-front, into accepting a low offer in order to hasten a sale. We will never know.

Our "Marketing Expert" continued:

"They (meaning me) doubled down with this corker.

" We live in an age where consumers wilfully disengage from advertising whatever the medium.”

And to cement further my opinion that he is totally out of his depth when discussing logic, Simon responds with:
"So the organisations that invested nearly £35 billion on advertising last year know less about marketing than my
lovely troll."

I am assuming the reference is to Proctor & Gamble since few other companies fit that criteria.

Where to start!

Fast moving consumers goods is a completely different sector to service industry. Estate agency services are intangible and there is no transfer of ownership. Service requires people whereas FMCG requires product. So it is a false comparison, bad example and the proof fails to lead to the conclusion.

Consider Zara or Tesla that spend virtually zero on advertising - does that indicate they “know less"?

We live in an age where consumers willfully disengage from advertising - nope. Simon's not in agreement with that.

Most people "skip ads" on a YouTube video after the mandatory five seconds, or fast-forward the TV remote when ads appear on a recorded programme. Or register on Do Not Call Telephone Preference Service lists. Or file letterbox flyers under W.P.B. We ignore huge digital billboards along with social media ads that promise to change our lives.

Maybe we shouldn't and then we can spend all day, every day, gazing at advertising?

Simon labels my comments as "straw man arguments.". For those unfamiliar with the terminology, it means a deliberate distortion of the original position.

There is no distortion. I was crystal-clear that reliance on data, without factoring in the human element is a surefire way to sabotage company success. Emotional intelligence is required. It's simply that I have a different point of view which Simon chooses to ignore and more.

“ If you're a friend of the troll , or are sock - puppeting as someone else and are my troll, i will delete your comments and block you.”

Wow, touched a nerve here.

Isn't that how dictators grab power? Blocking free speech and different opinion. Deleting unfavorable comment. Its not my first rodeo - the equally sensitive, Steph Walker, couldn't take the heat and blocked. I'm sure there must be a few others.

Sad, but here's the thing.

I own my website and enjoy full editorial control. I have an established 30,000+ audience of carefully selected realtors/agents, based here and in USA. They dont always agree with everything I say and they tell me when they don't. It never happens that I throw my dummy out of the pram.

As one friend tells me:

" You always know when you're dealing with a child when they resort to insults rather than addressing the substance of your comments - which were entirely valid."

The self-proclaimed “experts" will tell you that the gleaming saviour of the 21st Century is data and that sufficient data will keep you from making poor choices.

The idea that data is needed to make good decisions is a destructive one. It is fundamentally untrue that more data makes for better decisions.

Whilst I'm deflating egos, one comment in support of the "marketing expert" was from someone else I have little time for.

Another "expert" that transitioned from "training" to self-employed estate agent, had this to say a few years back about a post by Chris Watkin.

“complete and utter rubbish. It's about time you (Christopher Watkin) and Chris Arnold were called out for writing rubbish on a business website where people depend on their results for their livelihood. Utter drivel."

Not a subtle point he was making.

So it came as no surprise when John Murray chirped in with support for the views of Simon Leadbetter.

"Those commenting negatively and who are agents would be better served focusing on getting their agencies mentioned on such surveys."

You couldn't make this up.

Aside from the fact that the survey was restricted to National Estate Agencies, thereby precluding most of the independent agencies, the survey per chance, happened to feature Mr. Murray's associated brand.

He would say that. wouldn't he?

The Blind, still leading the Blind.

It didn't stop a later connection request from John on LinkedIn - I'm still trying to figure out what he expects to benefit from reading my "rubbish" content.

I'm very picky with whom I connect and follow on social media. I'm interested in how things might be - not how they have been in this fundamentally broken industry.

Unfortunately, that precludes the likes of Simon Leadbetter, John Murray and Everything In The Garden Smelling Of Roses., Steph Walker.

" Are you O.K, Chris?  You do realise that every time you comment you demonstrate how little you know.. I share data rather than ill-informed, incoherent opinions. Better to remain silent and thought a fool than speak and remove all doubt.”

Thanks for the condescending concern, Simon, and for sharing the Abraham Lincoln quote. Of one thing you can be certain - I never comment unless I know precisely what I am talking about. I'm worth my seat at the Marketing table and “sharing data" as a promotional exercise is tempting but still misleading.

You can fool some of the people, all of the time. More is the pity.

BTW, The Dunning-Kruger club has approved your membership.

Thanks, everyone, for reading this far - feel free to share it with those mentioned.

It might brighten their day.

chris@andsothestorybegan.co.uk
Mob: (44) 07369251435
www.andsothestorybegan.co.uk