Get The Expert – The Goldilocks Test | Blog | Digital Agency Melbourne | &Mine

Below you’ll find The Goldilocks Test; it helps separate the try-hards from the experts. If you haven’t yet read our warning on Goldilocks and the digital age, you can find it here here. There are also many good resources online for reducing cognitive bias and purchasing biases we strongly recommend to read as you improve your choice in agencies and service providers, especially in the fast paced digital landscape. (link below);

So back to Goldilocks – Don’t just buy a good story (The “personality” salesmanship), don’t work with friends or lean towards the solution you’re bringing to the table as the better one… don’t think that the PPT report your holding isn’t designed, framed to make the agency look brilliant and just distract you from measuring more important factors, like will it deliver the commercial outcome in the long term?… In short, to avoid being suckered-in, don’t leave your door open for Goldilocks to waltz in. We all have bosses, clients, share prices or the public measuring our success… and in the end, don’t you want the best outcome, not one that can wind your business or job under scrutiny?

Align and work with people who will make you look brilliant – if they are calling themselves an expert, chances are they aren’t. So, how do you find the real experts? Take our Goldilocks test below.

The Goldilocks Test:

  1. Try the porridge – The proof is in the Pudding!
    The outcomes and results should be based on real outcomes actual sales or results, not fluffy power-points, not buzzwords, not followers. If you need help use &Mine’s Analytics Aggregator.
    If this ‘expert’ is not showing a quantifiable positive shift in actual sales, measured awareness or social change, then you’ve got yourself a Goldilocks and you’re being hypnotised to the wrong “results” – chase them out!
  2. Test the chairs – Which ones are working ?
    While that one, single chair looks beautiful and it has the power to draw you in, the multiplying effect is what really drives digital. Don’t just sit in one, you need a set of digital tools and platforms all working together seamlessly. Know the ecosystem of digital success.
    If this ‘expert’ is not sharing many (or any) other aspects of digital and working across the entire landscape of digital pathways (or at least showing why the data isn’t working on a particular pathway) – you are not multiplying positive results, yep – you’re working with a Goldilocks – chase them out!
  3. Check the beds – are they asleep on the job ?
    ‘Just right’ doesn’t mean being caught sleeping. After discovery sessions and setup, answers should be swift! If they come slowly then either this ‘expert’ is actually still learning or they’re asleep on the job! You should receive answers backed by reason, logic and accurate data.
    If this ‘expert’ is not able to respond quickly and accurately, and the data you need is not at your fingertips in real-time, you’re working with Goldilocks – chase them out!

Most importantly, take responsibility, don’t just pay for it. This is the tough bit; as they say, you don’t know what you don’t know, and in digital, the devil is in the detail. If you’re tendering a BIG project then the challenge is even greater, as you don’t have the luxury of getting it wrong. The Goldilocks Test will help, but learn more about digital yourself – and be equipped with the knowledge to cut through the bull$h!t and buzzwords.

When in doubt, always ask these three questions:

  • How are we measuring actual success?
  • What else do we need to do to guarantee success?
  • Am I able to get answers quickly?

If you want to go wider than digital – as mentioned above helping reduce bias is easy once you’re thinking about it, but for a good start wikipedia has an excellent top level list here.

Finally, there is a reality to success and if you’re not capable of hearing it, then reality will come knocking for you at some point, your business and your job is at stake! If you don’t have clear answers to these questions above, if the people you are working with aren’t aware and they’re not discussing the gaps and challenges they see, then Goldilocks is going to leave a mess in your house sooner or later; and just like for the three bears, it won’t end in happily ever after !

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Michael Simonetti
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