The Matthew Effect

Not too long ago, I reread The Art of WOO by G. Richard Shell and Mario Moussa. The book focuses on using strategic persuasion to sell your ideas. I particularly like how the authors use real people and real-world examples of both success and failure when analyzing persuasion techniques. The Art of WOO is one of the few books—alongside Robert Cialdini’s Influence: Science and Practice and Yes! 50 Scientifically Proven Ways to Be Persuasive—that I regularly recommend when people ask about good books on influence and persuasion.

In the chapter on “Closing the Sale: Commitments and Politics,” the authors describe something known as the Matthew Effect. Having read through the Bible many times, this reference caught my eye. In the Gospel of Matthew, Jesus—while teaching on the kingdom of heaven—was asked by His disciples why He taught in parables. His reply:

“For whoever has, to him more shall be given, and he will have an abundance; but whoever does not have, even what he has shall be taken away from him.” (Matthew 13:12 NASV)

Social scientists don’t use the Matthew Effect exactly as Jesus did, but rather to describe a phenomenon where people receive more credit or success based on their past achievements. In other words, reputation matters because it builds momentum. This idea closely ties into the principle of influence known as authority.

The principle of authority reflects the reality that people value the advice of experts more than that of the average person. “Average Joe” and “Johnny Expert” might both say the exact same thing and be 100% correct, but more people will believe Johnny Expert. Is that fair? Maybe not—but it makes sense. Experts are generally right more often than non-experts, which is why we place more trust in them.

If you had to bet money, whose advice would you follow: a doctor or a nurse? A general or a foot soldier? A Harvard professor or a high school teacher? I’d place my money on the doctor, the general, and the professor—and I bet most of you would too. While they aren’t always right, they’ve attained their positions through years of training, experience, and being correct more often than not. That’s why they’re viewed as experts.

I covered this in more detail last March in a post titled “Is Expert Advice Always Worth the Price?” In that article, I encouraged people to pay attention because sometimes the advice isn’t worth the asking price.

Now, let’s explore how you can take advantage of the Matthew Effect.

We all know reputation matters—it can help or hinder you. That’s not news. What is new is how much attention it’s gotten in recent years. In today’s business world, the conversation has shifted from “reputation” to personal branding. Just as companies create brands to evoke positive impressions and emotions, individuals are now encouraged to brand themselves.

I wrote a piece on Personal Branding back in July 2009. Just like a great product doesn’t always translate into great sales, sometimes good, hard work goes unrecognized. Personal branding can help change that.

At work, every email I send includes the tagline:
“When it needs to be done well!”
My voicemail starts with:
“Do you need something done well? Then you’ve come to the right place!”

These are small, intentional ways I encourage people to associate me with getting things done right. Of course, a slogan alone isn’t enough—you have to back it up with performance, or your brand will suffer.

Another thing you can do is work to achieve expert status. In my field—insurance—continuing education is essential. As you pass exams, you can earn professional designations. For instance, the CPCU (Chartered Property Casualty Underwriter) is a well-respected credential that usually takes about five years of study to complete.

Sometimes, the fact that people don’t know what a designation means can actually work in your favor. When someone asks me what CMCT stands for (Cialdini Method Certified Trainer), I get to explain—and mention that only about two dozen people in the world hold that title. Sharing how rare it is incorporates scarcity, adding even more weight to my brand.

Finally, being able to tell people that readers from about 140 countries have visited my blog adds credibility and reinforces authority.

So, my question for you this week is simple:
What can you do to start leveraging the Matthew Effect?

What are the things about you that—if people knew—could enhance your credibility and give your ideas more weight? Brainstorm. Talk with coworkers and trusted peers. Make a list. Then start narrowing it down and thinking of creative ways to highlight those personal selling points.

Doing so could make the difference between being heard or ignored, between getting promoted or passed over. Life may happen to us, but how we respond is entirely within our control.

All but one of Jesus’ disciples chose to stick it out with Him. They were exposed to truths others were not—and now they live on for eternity. The Matthew Effect may not be that dramatic for you, but if you learn how to leverage it, it could significantly impact your career.

Brian
influencepeople
Helping You Learn to Hear “Yes”.