When finishing a book, or reading a particularly interesting blog post, or dining at some great restaurant people often feel impelled to make a recommendation to a friend or relative. Many times this simply irritates the person on the receiving end, or they forget, or they are well meaning but never get around to it anyway. Why is recommending things such a precarious act? Is there a good system out there for deciding when to dole out recommendations or when to heed those that have been doled to you?
Let me analyze one such possible recommendation. If I have a read a book, let’s say Barack Obama’s “The Audacity of Hope,” and found it particularly well-written and intelligent, I may want my friends and family to share in the experience that I had being thoroughly enthralled by it. The problem with this is that everyone knows full well that Barack Obama is about to become the president, and that there are probably some kind of books available either by him or about him that are fascinating reads. If they really thought that following-up with their President meant reading his book, they would have read it, already, just like I did. A recommendation in this case could only serve to put someone over the edge who had pretty much been planning to do it anyway but was a little distracted by other concerns. Maybe my recommendation may even serve as a competitive force for some friends who want to be contemporary with my book shelf, lest they be considered not as well-informed.
For people not planning to read the book, the recommendation is simply unnecessary and worse, probably seen as some sort of self-aggrandizement. A recommendation turns from “You should read this,” to “Look at me, I read this.”
Telling someone about something that they may not know of, like some hidden away restaurant is not a recommendation…it’s a bit of information sharing. When you take that extra step and say “I think you’d like this,” you run the risk of doing some sort of reverse psychology (“Ugh, he thinks I would like this, I hate it already!”) or being annoying “I think you’d like this, because I like this and you should be exactly like me.”
Just occasionally, depending on the person, a recommendation is on the money. Someone reads something, or eats something, that they just know–in their gut–that the other person will appreciate. In these cases, it is important to have a skillful way of communicating this. If you’re too forceful or preachy you will turn them off, and yet if you’re not persuasive enough, this great opportunity may pass.
I’m much more inclined to recommend information sharing over recommendations. I recommend this, because I feel–in my gut–that recommendations are mostly tainted with all of these selfish motives that I have been describing. When it feels appropriate, there are many advantages to recommending things as well, and you should feel free to recommend when you need to.
The system: Share information with your friends, and let them make their own decisions. When you intuit that someone will benefit from something and may not decide that way necessarily, offer a recommendation. Avoid the phrase “You should watch that,” or “read” or “eat,” and replace it with “I think that you would enjoy this. I recommend it.”
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