Basketball: Framing* - Our Words Make a World of Difference

Change our words and change our world. 

"The framing effect is a cognitive bias where people decide on options based on whether the options are presented with positive or negative connotations; e.g. as a loss or as a gain." - Wikipedia

Cognitive biases degrade our decisions. Everyone has biases, often without our knowledge. Frames help us focus. Use them to create an edge. Give an example. Teams approach zone offense differently than man. Show zone every trip, regardless of whether you're playing zone or man. 

Loss aversion (losing is twice as painful as winning is pleasurable). "What do you have to lose?" By framing around loss, we may persuade more people. During the Vietnam War, Secretary of State Henry Kissinger suggested three alternatives to President Nixon - nuclear war, pull out, muddle along. Nixon opted for the latter. Negotiation would have been an alternative. Even during development, we "sell out" to win in our team selection, minutes, shots, and roles. We're constantly pitched subscription to coaching services. "If you don't sign up by midnight, the price is rising 30%." 

Opportunity cost means that choices forge compromise. Signing high cost players sacrifices depth across the roster. The low cost, first contract overachiever has immense salary cap value. "We can give you more practice time, but it has to be at 6 A.M instead your usual 6 P.M."

Experience. We value experiences more than goods and services. That makes playing on the team, a chance to be with friends and compete with them, meaningful. "If your daughter plays on our team, she'll have a better basketball experience. Ask parents of previous players." We sell an experience. Beware that false expectations create bigger disappointment. 

Less is more. "Buyers" buy more with fewer choices. Many of us have sheets of plays, BOB, SLOB, ATOs, quick hitters, Zone plays, but we're better with fewer. Pink says, "Choice is valuable but has a ceiling." Remember Buffett's 25-5 principle? Start with a list of 25 items (e.g. plays) and cut it to the fabulous five. Fall in love with easy. 

Contrast principle. "My daughter is an excellent player." But it's not WI-FM (What's in it for me?) but "compared to what?" Alter someone's perception by giving a player a "comp" to a strong player instead of a lesser one.

Potential. "Potential creates uncertainty." Buyers, e.g. NBA GMs, overvalue potential. 

Sunk cost. Decide by looking forward. "Look prospectively not retrospectively" What's done is done'. Time and resources spent have been spent. In other words, don't throw good money after bad. How often do we see teams hold onto high draft choices who can't play? I look at the Celtics' James Young as one of those. In investing, some say, "if you were buying a stock today, would you add that to your portfolio? If not, sell it. Hard to do. 

Anchoring.  We get stuck on core beliefs. "Take the money." We're all anchored to something. I have a bias toward athleticism, thinking I can "train up" the athletic player over a similar less athletic but more skilled young player. It works except when it doesn't. 

Using different words, different perspective, and framing makes all the difference. 

Lagniappe: "Every day is player development day."

Content adapted from Dan Pink, MasterClass.