DELIBERATE BLUNDER by Zeng Wei Jian



Zeng Wei Jian

(Dikirim untuk Bantenlink.com)

Pemda Jakarta cq Anies Baswedan di-bombarded with widespread criticism & bully. Korupsi Lahan DP 0 rupiah, Commitment fee Formula E, Awards, Banjir, Macet dan lain-lain.

Public lagi rame di tiga issue: Penangkapan Teroris, Ponakan JK yang ditetapkan sebagai tersangka korupsi, dan Dualisme Partai Demokrat. Plus Polemik Tim Badminton All England.

Di tengah badai bully, Anies Baswedan nyelip. Tetap eksis. Rilis photo ops; in a comic way, Melambay di balik punggung, Makan Soto, Ngga dikenal, nangkring di Kopi Es Tak Kie, Naik MRT, Panjat Pohon, dicuekin ondel-ondel, dan makan Bakmi Aceh sendirian. Semuanya trigger haters’ stream-of-consciousness verbalization.

Tactics Anies Baswedan disebut “Intentional Blunder” a.k.a “methodological mistakes”.

Parameter-nya bukan “Vanity metrics” seperti number of followers dan likes click. Tapi fokus pada engagement, click-through, dan conversion rates.

Nama “Anies Baswedan” tetap nge-hitz di Top Ten paling diperbincangkan. Ngga peduli “negative tone”. Output positif. Begitu teorinya. Menginkorporasi Simpson’s paradox.

Di sini hebatnya Anies Baswedan. Dia ngerti “The Wisdom of Deliberate Mistakes” by Paul J. H. Schoemaker. Sanggup mengontrol self-protective instincts.

Kaum cognoscenti ngga berani ambil resiko seperti Anies Baswedan. Just like Thomas Edison saat investing time & energy mengembangkan “phonograph” yang ngga memiliki commercial value.

The phrase “deliberate mistake” contains an element of paradox: Isn’t a mistake at all.

A deliberate-mistake strategy pernah sukses dilakukan Citibank di tahun 1980-an. Giving credit cards to college students. It was a radical idea. Para cognoscenti melihatnya sebagai “multimillion-dollar mistake”.

College students adalah Immature consumers with high debts, no jobs or homes, and limited or nonexistent credit histories. Mereka masuk kategori the worst possible risks.

Ternyata orang-tua mereka would bail out their cardholding children when they got into trouble. Citibank meraup laba besar.

Pentagon’s Defense Advanced Research Projects Agency (DARPA) menggunakan amatir dan university student mempercepat riset robot vehicle for US Military.

Lima prototype vehicles diselesaikan dan Tim Stanford University sukses memodifikasi Volkswagen Touareg. DARPA had set the stage for rapid success by deliberately encouraging a high failure rate.

Anies Baswedan sanggup mengubah Haters & Loyalis menjadi Tim Marketing. Ngga sewa konsultan berbiaya besar. The potential gain greatly outweighs its cost.

“But to be more successful in the long run, managers sometimes need to be less successful in the short run,” kata Paul J. H. Schoemaker.

THE END

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