Santa Problem
A marketer creates an echo chamber to gather a group that is insulated from the conventional discourse.
This can happen to music and sports fans, investors, companies who have faith in their vision of the world or social or political gatherings.
When we can achieve status or tribal affiliation through its rules, then we support the echo chamber.
Threats to status and affiliation can increase the resilience of a cultural norm.
Like Santa Claus, the tooth fairy is a benign myth that’s mostly for children. The negative effects of leaders who organize and maintain an echo chamber to gain power or profit can be seen when they do so.
You’ll know when you’re in a gang:
- To change your mind is considered weak, unpopular or even immoral
- Isolation of contrary facts or opinions as a positive trait
- When insurmountable realities can’t be avoided, the rationale behind the core beliefs changes.
- Conversations that are calm but touch a chord can quickly turn into heated debates
Santa can be a problem because sooner or later reality will arrive.
