The Halo Effect
The realization of my attitude changing based on new information of an internet stranger
The realization of my attitude changing based on new information of an internet stranger
We like to think we are in control of our own destiny. We believe that during every day interactions we are not being constantly manipulated. How could we not? It’s depressing realizing that external influences are constantly forcing us to make decisions without us recognizing what’s happening.
You've now realized this isn't about the game Halo, but I've included a link so you aren't terribly disappointed. This article is about a recent online experience I had with Medium founder, Ev Williams. A while back I wrote a post, The Death of Medium, which had a slightly arrogant, slightly worried thesis discussing how marketing professionals will ruin Medium. I was pleased with the article and eager to post, knowing full well that being from a marketing background and posting this article on Medium was an odd mix of irony and writer’s rebellion. So I posted it.
Your thesis assumes the system is fragile to content that one doesn’t want to see. I.e., that it can be “ruined” by unwanted stuff. If that were the case, growth in general would “ruin” it. Fortunately, that’s not the case, because you’ll be able to ignore anything you don’t want to see.” — Ev Williams
“How could he not see what I see? Does this person even understand marketing and how people act on the internet?” These thoughts came rushing through my head when reading the note. The type of initial thoughts people get when being criticized. So I wrote back, defending my thesis, in a respectful tone, gave myself a pat on the back, and that was the end.
The name didn't resonate. When reading and responding to the comment, I had absolutely no idea who Ev Williams was or that the platform I was engaging on with him was of his own volition. I felt good for defending my thesis against an internet stranger. I was confident in my statements. And then he received his halo.
If the term halo effect is new to you, it boils down to what’s known as a cognitive bias where you hold someone in a higher (or much lower) regard because of things you know about them. It’s a big reason why people get nervous around celebrities, are excited to hear keynote speakers, and are generally nervous around attractive people. When we’ve given people a positive halo, we start taking more stock in everything they say. We are drawn towards their ideas and even will blindly agree with them despite originally holding a differing opinion.
I started questioning my thesis. Was I completely wrong with my analogy? How could I have been so stupid to write this article? How can I engage and rehabilitate my tarnished Medium image? An obvious overreaction in hindsight, but the halo was bright. I found myself working to reach out, to get another chance.
The halo has changed my attitude. The exchange with a faceless internet stranger I bested has become a missed opportunity to engage with a bright mind. Even as I write, I notice the tone of adjectives assigned to Mr. Williams have changed from uneducated dullard to internet maven.
Even though I am aware of this new disposition, the ability to disregard the halo is almost impossible. Hell, I just wrote an entire article to appease the glow. Realizing what’s happening has allowed me to regain more confidence in my old post, but I still, uncontrollably, hold the comment in higher regard than I did when there was no pedestal.
Have you ever found yourself falling victim to the halo effect? Were you able to shake the feeling and focus on the message not the bias? Follow me on twitter @ampyourgrowth and use #haloeffect to discuss.
(Sorry again to all Halo fans).