Do you ever find yourself wondering why members make the decisions they make? Why join, but then not engage? Why go to an inferior conference put on by a competitor? Why don’t they participate in the benchmark study when they need the data? Sometimes member’s decisions seem so irrational.
Why are our members so irrational? They are not. They are just as logical as we are.
At that moment, in their shoes, knowing what they know, having the experiences they have had, in the environment, our members are in, they are making the most rational decision possible. We don’t always understand their decisions so, to us, these decisions seem irrational. When you see a irrational decision, this is your cue.
The moment you see a pattern of irrational-seeming decisions, it’s your job to dig in and figure out why members are behaving that way. It’s not because they are irrational; it’s because they know something we don’t.