Powerful Tools: Use With Caution

I was chatting with a building contractor I know. Harry had just bought a new table saw, and was very excited.

“No way you can be without a table saw in this business,” he told me.  “It cuts a ton of wood accurately and super quick. But, if you’re not careful, it’ll take your arm off.” This is important wisdom with broad applications. There are a lot of powerful tools we can’t do without that can do damage beyond the value they provide if not treated with respect.

That’s certainly true in my profession, qualitative research. Qualitative is a foundational tool for marketers and researchers. But, when designed, executed, or analyzed poorly, it can lead to bad decisions with disastrous consequences— I’m looking at you, Crystal Pepsi!

Here are a few more essential power tools that must be used with care:

The Profit Motive. The desire for economic gain is a powerful force. Market mechanisms shape our world, and are largely responsible for our high standard of living. Don’t get me wrong, I’m definitely a capitalist. But it’s easy to see the consequences of capitalism gone off the rails. Look no further than the history of the tobacco industry as an example. You could make this same argument about socialism – it’s a useful economic tool that, if misused, can really mess things up.

Intuition. It’s amazing and can advance thinking and analysis with tremendous speed. But intuition must also be viewed with skepticism, lest it lead you badly astray. I devoted a newsletter to this topic recently.

The Criminal Justice System. A functioning police and legal system is essential to a safe and free society. However, it can’t do everything. For instance, for over 100 years we have tried to use it to solve the problem of substance abuse, despite the obvious fact that this is a public health problem. So, all we’ve done is create crime and suffering. Furthermore, if a society doesn’t provide its criminal justice system with sufficient resources, it will do its job poorly, often making things worse.

Prescription Drugs. Modern pharmaceuticals are wonders of technology, enabling us to cure previously incurable diseases. The amount of suffering and death they have prevented can’t be overstated. However, it’s also possible for doctors to become overly reliant on the prescription pad. Many afflictions are better addressed through lifestyle interventions.

Ultimately, one key to success in the world is being able to use tools that are both indispensable and immensely powerful with respect and skill. Remember – the factors that make these tools so powerful are often what also make them potentially dangerous. I’d love your thoughts on other powerful tools that we can’t avoid but must use with caution.