Category: Case Studies

Looking through my parents’ storage boxes, I found letters that my mother and father sent one another prior to my existence. This unfathomable world was decades away from mobile phones, public internet connectivity, and social networking. Along with explanations of humorous or ordinary everyday episodes and proclamations of love, the letters included doodles, crossed out words, and long postscriptums. I don’t know if my mother or father ever dabbed some perfume on their letters hoping to evoke butterflies in the other’s stomach; it would not have been out of place.

My parents may not have thought about it, but their craftsmanship likely had an impact on the recipient. Perhaps my dad’s use of smiley faces (predating by 45 years when the word “emoji” was selected as Oxford Dictionary’s Word of the Year) made my mom smile. Maybe crooked handwriting or spelling mistakes hinted that one of them was anxious or hurried. The intuitive idea that the recipient of a letter responds not just to the dictionary meaning of the words within but also to the tone, paper, calligraphy, neatness, and presentation would be wrapped up by the behavioral science concept that “context matters.” When my parents customized their letters they were in control of said context. They manipulated the context to amplify their love or neutralize a piece of sad news. Continue reading Don’t Send Personal Messages Through LinkedIn (Unless You Want People to Hate You)