Ask people how they like their coffee, and most will say strong and robust. But what they actually buy, according to a story relayed by Malcolm Gladwell, is coffee that is milky and weak.
What people say and what they do often don’t line up.
I see this as Chairman of Houston County. People want to “keep criminals off the street,” but doing that fully would require tax increases most aren’t willing to support. So we settle on a more budget-friendly approach.
Same with roads. We all want great infrastructure. But at over $160,000 to resurface one mile in Houston County, we trade off great roads for a more affordable tax burden.
I see it in business too. Customers ask for premium, but most weigh heavily towards the better price.
Surveys tell you what people hope for. Choices tell you what they’ll actually trade for.
The lesson for leaders: opinions are free, but choices come with a cost. Pay attention to both, but trust the choices.