The Placebo Effect

Pongal, this year has been special. It is a much more enlightening year. From the times of the "Jallikattu" or "Bull Fight", over a year back, there have been different representations of the Bull Fight, which was very convincingly put forth as part of a thesis that I happened to read.

Yet, it is not about Jallikattu that I pen my thoughts. Neither is to take sides and judge one perspective right and the other wrong. What amazed me was the way another beautiful principle was working in the background - the PLACEBO effect.

Every ritual, every practice, every initiative historically traces itself to conservation of a tribe, a practice, a community, and its unity.

Not sure, if any of you have visited the Golden Temple at Amritsar. The temple simply astounds any pilgrim, with its cleanliness, conduct and tranquility. Except the hymns being chanted, there is no noise and spells piousness in the environment. Yet, if one were to see the museum within the temple, the walls speak of sacrifices made by many, and wars with lot of bloodshed, much in contrast to our traditional idea of a temple. The paintings on the walls, manuscripts, artefacts, pages of history have all been evidence to violence. Violence in the backdrop of an altruistic goal of preservation of the community and the Sikh Tribe. All of this is considered HOLY. What I want to stress here, is the use of the placebo effect - the belief and unquestioned faith created in the minds of masses, that aided in control and channelizing strength for common goal of sustenance, and the power of the collective minds to achieve the goal - The PLACEBO EFFECT....

We may find many of our practices outdated and questionable. We need to acknowledge that many of these cultural traditions have been very carefully sowed in to subsequent generations. This is what beings the group together. Unison in tastes, practices, loyalties, sense of colours, likes and dislikes, fears, our inner most emotions - all stem from realms of the mind which are partially subconscious. The ability to use and harness this power towards a common goal has been the objective of these practices. The depth to which some beliefs and traditions have been sown has ensured the successful transition from one generation to another. It is at gene level that this adaptation takes place. It has become something we hold on to very dearly. It is the source of our sense of security and acceptance by the community around us - Positive Validations.

This applies for any person from any community / caste. This has since been used in the commercial world too.

The human mind specifically in RURAL MARKETS seek reassurance. This they harness through interactions in common groups / communities that each relates himself / herself to. Reassurance takes the form of positive validations. Thoughts that run through the mind seeks additional reassurance. This is so very true in the context of tractors too. What model, Which Implements, mode of operations, hours of use, service experience, everything spreads amongst a neural network of minds which think alike. This community / group exhibits behavioural homogeneity and respond similarly to the same set of stimulus / scanarios. Hence you would find Blocks / Villages / Mandals / Panchayats being loyal to one or two brands. In fact, the homogeneity and like mindedness is a critical requirement for success of Self Help Groups. It is this homogeneity that ensures the success of the PEER PRESSURE model. The very back bone of Self Help Groups / Joint Liability Group / Special Purpose Groups.

The progressive type of farmer is the Risk Taking kind and hence will try newer pastures to make more out of given sources. They are also Innovators, influencers and people who took steps in embracing newer practices and technologies for the better and effective use of resources. Their ability to introduce success stories to be embraced in their communities also uses this same principle. This has been wtinessed by me personally in Madurai, Coimbatore, Salem, Krishnagiri districts of Tamilnadu. This is true in other states too.

 Largely, it is possible to influence the minds of people with similar outlook. Use of Communal affinities for business progression has been a strategy adopted for years. In fact, Christian missionaries have been known to cannibalize communities, using this very method, with a perspective to garner more strength to their brethren.

As I mulled over the power to influence the human mind towards a common goal, I realized and recognized, that the" placebo effect" was at play in every sphere of our lives. Only, we may not have given it that name.

SALES :

In spite of 10 - 12 brands of tractors being available in the market, Brands like Mahindra or Swaraj, still have exclusive districts, wherein one would find only one brand largely (up to 98%). Almost Monopoly ! The State / place does not matter. That these brands can influence the minds of so many and ensure that their product is bought in spite of competition, speaks of very well designed strategy and execution.

The minds in this place have probably derived a comfort / security which the others are unable to make a dent on. The comfort is kept up through positive validations. Enquire about the brand having Monopoly, they could go on and on. On other brands, that comfort is missing and starkly evident.

 COLLECTIONS : POWER OF INFLUENCERS

In spite of legal mandates, and police support, there have been many a case, that we have failed to collect. What we failed to recognize here was the nodal points to the neural network in a RURAL setup was amongst the group itself. This is like the sleeper cells concept. There are a few who are accepted, revered, and respected as power centres. Without the help of these power centers who control the functioning and harnessing of people (sleeper cells), it would be difficult to complete our collections / repossessions.

 

GOVERNANCE

Many a time, we strategically communicate the presence of validations being made. In reality, we may be equipped with far less capability than projected. Yet, if the chain links of people believe that validations exist, there is better adherence to defined rules and better compliance.

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I am no atheist. I believe in God. I have merely, with a child-like curiosity, looked and learnt from practices like Jallikattu OR why Pongal is made the way it is OR the significance of every little practice of the four day long fest, what it means for the numerous communities in Tamilnadu, how the placebo effect has been used harness and tune the mind to syncronize in the way it is celebrated. Every little portion of the celebration have unity in the way it is celebrated. Pongal o Pongal.......