Archive for September, 2015

The Strike Zone of Digital Signage

September 9, 2015

There is a definite “sweet spot” or “strike zone” that applies to digital signage projects as illustrated here..

Home Plate Digital

The end user team, including its advisors and suppliers have a growing degree of knowledge about the medium including what can be expected of its application and how to achieve business and communications value. On the vertical axis is the level of deployment that has occurred or is planned.

Strike Zone of Digital Signage

The sweet spot is when the level of deployment (i.e. investment) is supported by adequate knowledge. Experimentation and learning while doing can include a limited deployment that coincides with the level of knowledge of the medium.

Where deployment is proceeding without adequate knowledge, the project is doomed to failure or lack of additional build-out.

The benefits are not fully realized when there is a lower level of deployment than could best serve the organization’s goals.

Knowledge about objective-setting, content strategy and composition, technology infrastructure, optimization and the use of impact analytics position the end user to maximize their return on investment.


Rational Ignorance & The Illusion of the Unskilled

September 9, 2015

Economists use this term to describe inattention that is justified because the costs of paying attention outweigh the benefits.

Eyes looking

Digital signage has its points of rational ignorance. We accept that software designers know what they were doing, that operators are aware of network health and that some impact analysis is not worth quantifying.

Just as in financial matters, ignorance can have its price. Loss of portfolio valuation in finances is akin to loss of network value in digital signage.

In a blog titled “The Strike Zone of Digital Signage” the relationship between knowledge and deployment are described. The highest value – lowest risk relationship between knowledge and investment is characterized, as the areas of risk and under-benefit are noted.

Knowing “enough” is the key. But people’s Achilles heal is that we don’t know what we don’t know.

We further suffer from The Dunning-Kruger Effect, which was named from research at Cornell University in 1999. Wikipedia describes “this illusion of the unskilled” as “a cognitive bias wherein relatively unskilled individuals suffer from illusory superiority mistakenly assessing their ability to be much higher than is accurate”.

These human biases indicate that we are pre-disposed to errors and omissions, with a tendency toward incurring risk where decisions are concerned.

While risk is part of every situation, managing or mitigating risk is part of what makes organizations successful. Acquiring knowledge through research, experience or drawing on subject matter expertise are tools in the process of accomplishing a worthy goal.

Expertise is especially valuable because knowledge acquisition is based on direction rather than discovery. The inter-relationship of elements and the relevance of each related to the investment decision being contemplated is a primary way of mitigating risk and reducing the fear of the unknown.

These, while going boldly, and knowingly forth will get the results you seek.