Marketing is quite powerful and can impact us so much that we take many decisions based on the biased knowledge we have been imparted with. A recent experience with diet made me find a lot of loopholes exploited by the food industry and how it is the same product that had been there for many years with just some labels and some phrase changes. The biggest one is ‘No added sugar’. I have been believing this label until I found out the truth the hard way by cutting down on refined sugar in the diet. The number of sick days in a year went down considerably when the refined sugar in the diet came down to near zero.
No added sugar test
Take this following test – Try drinking fresh fruit juice without sugar, if you had been accustomed juice with sugar, this is unpalatable. But if you continue doing this for about a week your taste buds gets adjusted (caveat: Cut down sweets as well for that week to make it easily observable). The craving is hard to resist but promise yourselves a cheat treat if you pass one week.
By the end of a week or so the taste buds would have adjusted such that you begin to appreciate the subtle flavours and natural sweetness in the fruit juices. At this point of time, have two fruit juices of the same fruit side by side, one freshly prepared without sugar and another with a popular ‘No added sugar’ brand. Try the difference in the taste between them, see that the ‘No added sugar’ is significantly sweeter.
Why is that even with ‘No added sugar’ the branded drinks appear to be sweet? They have the following marketing tricks up their sleeve to substitute the word sugar.
Dehydrated cane juice – Excuse me, isn’t that sugar. This was the most outrageous disguise I have found. Dehydrated cane juice is apparently not sugar for many people. This helps in adding the same amount of sugar as a sugared juice.
Some juice concentrate – This is pure genius, If you take apple juice, the label will often read ‘apple juice concentrate’ which helps to boost the per ml sugar content in the juice from the natural sugars in the fruit. We end up taking the same amount of sugar dose for a sugared juice which can be as high as two teaspoons for every 100 ml.
While a lot of people are trying to fight lifestyle and overconsumption related diseases there is a group of people who are working hard to trick people into making poor lifestyle choices. By doing so they are getting rewarded big at the expense of a unhealthy greater good. There is no big difference between an adulterer and these marketing gurus in the way they trick people to become wealthy.
There are a lot more, try to find what ‘No added preservatives‘ mean.
We generally go by ‘The Spotlight Effect‘, we always think about what others think about and assume there is a greater chance of people noticing each and every thing we do and form an opinion about it. On the contrary, every one else has very less time to think about others and often think about themselves.
As observers we do notice a lot about things and give our opinions on it, but generally we lack the expertise and we are not the person in the arena facing the situation. Nevertheless our opinion as an observer gets voiced out, but most likely our opinions will change given our experience changes.
Change the tables around, the public has a lot of opinion on us. Some of us go way too much that we go about changing a lot about ourselves to make sure the public opinion about us is good, but the public opinion is fickle. People have a lot of other work to do and many at times they don’t even remember the opinion they had on us when we meet them.
Remember the story of the deaf frog who emerged victorious, learn to listen to yourself than spending energy on what others should think about you.
We are increasingly surrounded by things what we want to hear and see, which traps us into a small circle of our own echo chamber. Before internet targeting something for someone is quite hard, a person has to do a great deal of research to find something useful about a person. Now it is just a click away and we are giving it away in a few clicks.
We are in an era that our attention has been targeted like never before and with great precision. We are giving away a lot when we message someone, when we talk to someone, when we read news articles, when we like our friend’s photos, when we order food, when we buy something, when we watch a movie, when we use maps, when we use search engines; there is not a place where we can control what we can give unless we put in deliberate effort.
All this creates a profile of us and then feeds us what we have liked and used so far. I chose to listen to jazz music one day in an app, from that day onwards I keep getting jazz music prompts and I have to wrestle my way out to find something else. Music was obvious, news is not. If I had clicked on a type of news in Facebook then I would keep getting the same kind of it and subconsciously I will be primed to think that is the only thing happening around me. The same applies for anything I can think about, as a first step I unsubscribed to all the emails and thanks to GDPR it made my life even more easy to unsubscribe. I also uninstalled Facebook from my phone and use it as a way to find some old friends and get their contact through the browser.
The next steps I began to do was to go under the radar. It may be hard to go under the radar especially when we use social networks and messaging apps but we can control a lot of things what we do on the browser. I stumbled on a link that helps us to stay private in the era of mass surveillance, I started cutting down on ads & trackers; it is easy to do even if you are not a full time developer. Privacy is getting increasingly hard, if we don’t seek it we will get stuck in an echo chamber, listen and see only what we want to not what is happening around.
During my school days, I have noticed doctors prescribing glucose to patients with weak digestion due to a recent illness. I was curious and asked one of the elders about glucose and got to know that it readily provides energy, you need not to wait for it to digest like food. I got so impressed that I decided to have glucose instead of food. Bought a box of glucose from my pocket money and started having it instead of my regular meals. Just within a day I fell sick because of not having enough food.
I did not realise why I fell sick but the elders at home scolded me a lot and made me eat regular meals. A few years later I studied more about the digestion system and nutrition in my biology class. We do not need just energy like how cars need only fuel to run, we need a balance of minerals, nutrients, some complex compounds and energy food in terms of not only glucose but also complex carbs, fat, protein and also undigestible roughage.
Undigestible roughage? Why would someone eat something that cannot be digested, I came to know later that it is as necessary as any other nutrient you have because our systems are designed to process food moving through the digestive system and roughage is the train that passes through the system unbroken. We are not machines, we are an assembly of symbiotic cells.
On a parallel; for people who are deep into work and only work for a long while, we can see them taking a wild break sometimes not even returning back to the same intensity that they were involved earlier. Similar to our digestive systems, our mind also requires roughage; we can’t keep hammering on high intensity work for ever to achieve great heights. Our mind should get a sense of living through the days instead of working through the days. Roughage for the mind can be anything that is done in leisure but not on targets and deadlines. It can be reading, gardening, walking around, playing etc. Go ahead and go easy on those long days. Find the balance, have enough roughage.
All work and no play makes anyone a zombie.
I have completed 35 trips around the sun last November, I remember vividly my younger pre-teen years a lot and that seemed to be much longer and eventful journey compared to my twenties and thirties which I feel just breezed past. There are several factors that contribute to this feeling of perceiving your childhood to be longer in comparison to adult years.
- We perceive time in percentage of conscious elapsed time against our life span so for a 13 year old the next year is going to be around 10% of life time so far. One of my friends introduced me to this theory but I could not find any notes anywhere in the net, seems to be a valid argument to me.
- The number of things that can gain the attention of the conscious brain has increased dramatically so that there is not enough leisure, me time or family/friends time for people. This will result in less things that go back to permanent memory and most of the day’s happenings are just processed and thrown away.
- We also lack predictable milestones and increases in ability like we did in childhood. Every year in childhood is new because we became bigger, stronger, understood our world better and there was a planned path to do newer and newer things day by day. Once we start to work, the growth is limited only to our social and neural development which is not so obvious. The long holidays are also gone where there were many meaningful friendships born and many events happen at its own pace.
- The last one I see is simply refusing to grow up, trying to relive and remember the past & losing track of all the things that is happening now and should happen now.
We can change the perception by cutting out timepass distractions as much as possible, removing the things in life that is only for others to appreciate us than provide a utility to us and blocking personal me time/family time everyday. Some simple non negotiable rules like breakfast and dinner with family together will go a long way in improving quality of life. When living becomes easy and very less distractions in place, we suddenly have a lot of time to look outside the window and enjoy the coffee than gulping it down and running to catch the next connection. We will also spend a good deal of time in personal growth and the growth of people around us.
In the film ‘Sully’ when the captain is interrogated about what measurements he made that made him decide to ditch the plane in the river instead of taking it to the airport, he responds by saying ‘I eyeballed it‘. This has been written about by many authors like in ‘Hare brain and tortoise mind’, ‘Thinking fast and slow’, ‘Blink’ etc. It is hard to prove as a ton of processing happens completely subconscious.
I also happened to read about this in the book ‘Maverick’ by Ricardo Semler, who was the CEO of Semco. Semco is one of the most unique workplaces that had piloted very radical ideas in the 1980’s when management by the book was in its peak. It was very successful for the political environment that was in Brazil at that time and that company’s model has been studied by many people. Semler has an habit of throwing detailed reports in the dustbins and ask for headline summaries from his managers. He also says in another book that many of the times that his managers’ headlines seems to be right about forecast and prediction than those that were backed by solid research and numbers. He practically asks everyone to eyeball the situation.
Eyeballing is not easy, it comes with years of dedicated practice in an area. It is not possible to ask a football striker to explain how did that person know that the goal keeper is going dive to the right. They just eyeball it, that skill gets improved with tons of feedback and dedicated effort to improve.
At desk work also many times these situations happen, people will develop muscle memory (otherwise eyeballing skills). They will know just by a glance that something is wrong, it will be hard to prove but letting them make a call based on their hunch and giving them space to learn from their action will improve the effectiveness multifold. We have been conditioned that we can be wrong as long as we are backed by reports and numbers, but I learnt that there is no substitute for experience and gut feel.
The innate laziness of our mind will make us very efficient in heading towards right decisions. We can train this by creating mental models (some examples here) deliberately that will keep improving our eyeballing ability.
I started writing this when I saw a meme floating around saying ‘I am neither a night owl nor a morning lark, I am a permanently exhausted pigeon’. I see a few people this way anytime I meet them.
More and more work has become brain based and less muscle based, brain based work also keeps increasing in complexity. Not alone that, even the entertainment and pastimes seems to cater only to the brain.We have not been built this way, we were built over 1000’s of years to rely on muscle strength and only recently it has shifted to mind. Numerous studies show the link between exercises and brain function. If we want a sound mind, it is better we have a sound body to support it. There is also a theory that brain evolved to be complex as humans took more and more complex muscle tasks. Brain is a physical entity, mind is just the arrangement of molecules in a certain way. Without the fitness of the physical ones, the volatile mind has no option than to mirror the physical state.
Monica Seles was the best player in professional tennis until someone stabbed her, from there on she never went to recover her form. Nobody relaxed the rules because she was stabbed, fitness is never an optional item in professional sports even when things happen that are not in our control, it adversely affects. Desk jobs may not require athletic fitness but everyone should take care to avoid preventable diseases or over exertions.
Eating right, maintaining fitness, not over exerting unnecessarily is all a matter of self discipline and desire to pace one’s life well. The saying ‘Health is wealth’ is still applicable, the progress made in career and life is directly related to how fit someone is. The 20s and 30s are supposed to be a human’s peak health and if people are exhausted most of the time at this age, then should be prepared to lose out and settle for less.
A nice life is result of a healthy mind, healthy mind is possible only if we can manage to have a good career and to have a rewarding career health is very much necessary.
Though there are exceptions to this, if you ignore good health then be prepared to ignore a nice life.