When Mental Models Attack
Curiosity Chronicle
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The Tension Between Mental Models and Investing
The idea Johnson had was to take the best ideas from his experience at Apple, great customer service, consistent pricing with no markdowns and markups, immaculate displays, world-class products. The idea failed almost immediately. What went wrong in the quest to build America's favorite store? It turned out that Johnson was using a map of Tulsa to navigate Tuscaloosa.
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Today at a Glance:
Mental models and maps are representations of reality. They take the complexity of reality and reduce it down to something more manageable.
“The map is not the territory” is a meta mental model for assessing and understanding the applicability of mental models. If you don’t understand and appreciate a model’s applicability (or lack thereof) to a given situation, you are certain to get lost.
Humans have a tendency to over-apply mental models after we see them work. Awareness and constant reflection is the path to avoid this tendency (and avoid getting lost).
When Mental Models Attack
If you’ve been following me on Twitter (or if you’re a long-time subscriber to this newsletter), you know that I enjoy writing about mental models.
If you’re new to the term, mental models are simply representations of how the world works. The world is filled with complexity, so we constantly create mental models to help us simplify the complexity by reducing it down to a more manageable representation of fact.
In most of my writing, I cover the many successes of mental models - they can be extremely useful tools when applied appropriately. But unfortunately, when misapplied, these "useful" models become anything but.
My key point? Mental models are only as good as the soundness of their application. Knowing how and when to apply the different models in your toolkit is just as important as having them in your toolkit in the first place.
Today, I’d like to talk about a mental model to help you understand the failings of mental models.
Very meta, I know…
“The Map is Not the Territory”
"The Map is Not the Territory" is a core, foundational mental model for assessing and understanding the applicability of mental models. It's a critical addition to your decision-making toolkit. If you don’t understand and appreciate a model’s applicability (or lack thereof) to a given situation, you are certain to get lost.
Let’s begin with some basics. First off, for the purposes of this piece, I will use the terms “map” and “mental model” interchangeably. Both terms can simply be thought of as representations of reality. They take the complexity of reality and reduce it down to something more manageable. Because of the reduction in complexity, they enable faster, higher-powered decision-making.
But there are two potential problems:
What if you are using the wrong map? Trying to navigate Ohio with a map of Mississippi seems…bad.
What if the map is overly-simplified? Trying to navigate a 100-yard stretch of Amazon River rapids with a map of the entire 4,000+ mile river seems…bad.
In both situations, the map (your mental model) is not an accurate, helpful representation of the territory (the problem you are looking to solve). Pushing forward in spite of this would be dangerous, perhaps even deadly (in the case of the Amazon rapids!).
“The map is not the territory” can be thought of as a simple, intuitive reminder (or mantra?) to constantly understand, evaluate, and critique the validity and applicability of your mental models to a given scenario.
History
Where did this concept - of the map, the territory, and their potential mismatch - originate?
Well, the general concern has been around for centuries. Explorers have long known about the dangers of over-reliance on maps when venturing into new territories. All were aware that early cartographers took certain...liberties. Claudius Ptolemy - the famed Roman mathematician, astronomer, and geographer - was known for filling in blanks on his maps with reckless artistic license. Basically, if he didn’t know what went into a blank area on a map, he just…made it up.
As you can imagine, these maps had limited usefulness. They were not accurate representations of the territories they were intended to simplify.
The concept was popularized as a mental model by Polish-American mathematician Alfred Korzybski in 1931.
In a paper on mathematical semantics, he cemented the concept by dictating two related, critical points:
"A map is not the territory."
"A map may have a structure similar or dissimilar to the structure of the territory."
In simple terms:
Maps are representations of reality, not actual reality.
The quality of this representation of reality can vary greatly.
Korzybski was pointing out the risk of relying on maps too heavily and the importance of having awareness of their quality and limits.
A Hypothetical Example
So we have covered the theory, but how does this apply to your life?
The world is complex. To process this complexity, you create and use mental models and maps - simplified representations of complex reality. But if you're using a flawed map, you're going to get lost (or worse).
Let's look at a fictional example to bring this to life.
Imagine you are the CEO of a widget company. Everything is great. Your market is expanding, your business is growing and stealing share from competitors. Your stock price is soaring. Life is good. You’ve made it.
But then, a crisis: the Consumer Product Safety Commission (a government agency) issues a formal report calling one of your widgets a safety hazard (seriously, this happens).
You snap into action, ordering a halt of production and an immediate product recall. You launch an investigation into the safety risk. The investigation quickly finds the issue (which is relatively minor). You work with your team to correct it and begin production again. It's a hit to the financials, but not a debilitating one. The fast action minimized the damage.
You’re lauded for your response. The financial media holds you up as a gold standard. You go on CNBC and tell the world how other CEOs can adopt your incredible crisis response strategy when they encounter their next crisis.
Reflecting over a glass of wine, you pat yourself on the back for a job well done. Consciously or not, you've created a mental model of how to manage a product crisis.
The model: If a product crisis hits, you have to act immediately. First, announce an immediate halt of production and issue a product recall. Next, investigate and fix the problem. Finally, restart production and start your victory lap!
Simple, right? You settle back into your regular day-to-day as CEO, hoping you’ll never have to encounter a similar crisis, but knowing you are prepared if you do.
Two years later, a blogger posts a piece accusing one of your widgets of being environmentally harmful. It starts to circulate on social media and makes its way onto your des...
Today’s newsletter is brought to you by M1 Finance!
M1 Finance is an all-in-one finance super app - allowing you to invest, borrow, and spend on one easy-to-use, technology-driven platform. I’m a huge fan of their smart dollar-cost averaging features, which take the emotions out of your investment process. M1 has low minimums and offers smart auto-invest, zero commission trades, and so much more. I love the platform and know you will too!
Join thousands of other happy customers and open an M1 account today!
Today at a Glance:
Mental models and maps are representations of reality. They take the complexity of reality and reduce it down to something more manageable.
“The map is not the territory” is a meta mental model for assessing and understanding the applicability of mental models. If you don’t understand and appreciate a model’s applicability (or lack thereof) to a given situation, you are certain to get lost.
Humans have a tendency to over-apply mental models after we see them work. Awareness and constant reflection is the path to avoid this tendency (and avoid getting lost).
When Mental Models Attack
If you’ve been following me on Twitter (or if you’re a long-time subscriber to this newsletter), you know that I enjoy writing about mental models.
If you’re new to the term, mental models are simply representations of how the world works. The world is filled with complexity, so we constantly create mental models to help us simplify the complexity by reducing it down to a more manageable representation of fact.
In most of my writing, I cover the many successes of mental models - they can be extremely useful tools when applied appropriately. But unfortunately, when misapplied, these "useful" models become anything but.
My key point? Mental models are only as good as the soundness of their application. Knowing how and when to apply the different models in your toolkit is just as important as having them in your toolkit in the first place.
Today, I’d like to talk about a mental model to help you understand the failings of mental models.
Very meta, I know…
“The Map is Not the Territory”
"The Map is Not the Territory" is a core, foundational mental model for assessing and understanding the applicability of mental models. It's a critical addition to your decision-making toolkit. If you don’t understand and appreciate a model’s applicability (or lack thereof) to a given situation, you are certain to get lost.
Let’s begin with some basics. First off, for the purposes of this piece, I will use the terms “map” and “mental model” interchangeably. Both terms can simply be thought of as representations of reality. They take the complexity of reality and reduce it down to something more manageable. Because of the reduction in complexity, they enable faster, higher-powered decision-making.
But there are two potential problems:
What if you are using the wrong map? Trying to navigate Ohio with a map of Mississippi seems…bad.
What if the map is overly-simplified? Trying to navigate a 100-yard stretch of Amazon River rapids with a map of the entire 4,000+ mile river seems…bad.
In both situations, the map (your mental model) is not an accurate, helpful representation of the territory (the problem you are looking to solve). Pushing forward in spite of this would be dangerous, perhaps even deadly (in the case of the Amazon rapids!).
“The map is not the territory” can be thought of as a simple, intuitive reminder (or mantra?) to constantly understand, evaluate, and critique the validity and applicability of your mental models to a given scenario.
History
Where did this concept - of the map, the territory, and their potential mismatch - originate?
Well, the general concern has been around for centuries. Explorers have long known about the dangers of over-reliance on maps when venturing into new territories. All were aware that early cartographers took certain...liberties. Claudius Ptolemy - the famed Roman mathematician, astronomer, and geographer - was known for filling in blanks on his maps with reckless artistic license. Basically, if he didn’t know what went into a blank area on a map, he just…made it up.
As you can imagine, these maps had limited usefulness. They were not accurate representations of the territories they were intended to simplify.
The concept was popularized as a mental model by Polish-American mathematician Alfred Korzybski in 1931.
In a paper on mathematical semantics, he cemented the concept by dictating two related, critical points:
"A map is not the territory."
"A map may have a structure similar or dissimilar to the structure of the territory."
In simple terms:
Maps are representations of reality, not actual reality.
The quality of this representation of reality can vary greatly.
Korzybski was pointing out the risk of relying on maps too heavily and the importance of having awareness of their quality and limits.
A Hypothetical Example
So we have covered the theory, but how does this apply to your life?
The world is complex. To process this complexity, you create and use mental models and maps - simplified representations of complex reality. But if you're using a flawed map, you're going to get lost (or worse).
Let's look at a fictional example to bring this to life.
Imagine you are the CEO of a widget company. Everything is great. Your market is expanding, your business is growing and stealing share from competitors. Your stock price is soaring. Life is good. You’ve made it.
But then, a crisis: the Consumer Product Safety Commission (a government agency) issues a formal report calling one of your widgets a safety hazard (seriously, this happens).
You snap into action, ordering a halt of production and an immediate product recall. You launch an investigation into the safety risk. The investigation quickly finds the issue (which is relatively minor). You work with your team to correct it and begin production again. It's a hit to the financials, but not a debilitating one. The fast action minimized the damage.
You’re lauded for your response. The financial media holds you up as a gold standard. You go on CNBC and tell the world how other CEOs can adopt your incredible crisis response strategy when they encounter their next crisis.
Reflecting over a glass of wine, you pat yourself on the back for a job well done. Consciously or not, you've created a mental model of how to manage a product crisis.
The model: If a product crisis hits, you have to act immediately. First, announce an immediate halt of production and issue a product recall. Next, investigate and fix the problem. Finally, restart production and start your victory lap!
Simple, right? You settle back into your regular day-to-day as CEO, hoping you’ll never have to encounter a similar crisis, but knowing you are prepared if you do.
Two years later, a blogger posts a piece accusing one of your widgets of being environmentally harmful. It starts to circulate on social media and makes its way onto your des...
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