The next time you tell an audience to cut back on buying lattes to save more for retirement, make sure you’re not talking to yourself while alienating those you’re trying to help.
In this podcast, we’ll talk about self-reference criterion, coffee snobs and just how both concepts fit in the same podcast.
First, let’s explain Self-reference criterion. In short, it is the tendency to view issues through our own cultural perspective. And it’s the concept that stifles your marketing, communication and education efforts.
Self-reference criterion is what you get when experts explain complex retirement or healthcare issues from their own well-educated perspective. At the end of this podcast, I’ll give you a four-step process to fix this problem.
Four steps to eliminate self-reference-criterion
- Understand yourself — your self-reference.
- Learn about those you’re trying to reach.
- Explore the differences between you and those you’re trying to reach.
- Focus your approach on what you learned in Step 2.
Eliminate instances where you’re talking to yourself (Step 1).