Apr 23 2009

How the Conficker worm gained in perceived threat

Everybody on the net got scared of the Conficker worm, and it got much press, including the New York Times.

Bruce Scheier wrote about Conficker, and this quote caught my attention:

Conficker’s April 1st deadline was precisely the sort of event we humans tend to overreact to. It’s a specific threat, which convinces us that it’s credible.

The deadline is an honest signal according to the handicap principle. By mentioning a specific date, the worm is exposing itself. This exposure is more costly in terms of credibility if the worm does not subsequently perform, and therefore adds to its perceived menace.


Apr 17 2009

Conspicuous consumption is perfect candidate for taxation

It is interesting to see Conspicuous Consumption in the light of the Handicap Principle, and how it could lead to more efficient taxing.

Conspicuous consumption is the lavish spending on goods and services acquired mainly for the purpose of displaying income or wealth, as a means of attaining or maintaining social status.

How does it work? Buy a new hand bag for $1,000. Or buy a $200,000 car. Or a $10,000,000 yacht. Whatever it is, make sure your neighbors see it.

In doing so, you are displaying that you can afford a squander $1,000 on a hand bag. If you were poor, or tight on financial resources, you couldn’t. This behavior is costlier to poor individuals, to whom $1,000 represents a much larger portion of their income, than to better off ones. In other words, a behavior that costs more for someone with less of a trait than someone with more of it.

Sound familiar? That’s because conspicuous consumption is an honest signal. Is it a signal for richness, and the social status that accompanies it.

A perfect candidate for taxation

Since cost is not an issue for conspicuous consumption -quite the contrary, cost is a key element- it is a perfect candidate for being taxed. By heavily taxing goods that signal wealth -lets call these luxury goods- you make it even harder to attain, and hence more exclusive and attractive.

Countries like Denmark are very smart to have high taxes on luxury cars, for example. Likewise, the European Union has two rates for VAT, a normal one not to deceed 15%, and a reduced one not to deceed 5%. The reduced rate applies to first necessity goods, and the normal rate to the rest. The US in some states has no or close to no taxes on food, because food represents a large portion or a poor person’s budget, and taxing food taxes them a disproportionate amount.

I would like to see that taken a step further, and see different rates for different categories of purchases. We want to use taxation to improve people’s welfare in general. To do so, we must tax bad behaviors, and subsidize good ones (as a side-note, I’ve often heard that taxes is punishing not sharing. As such, taxing income is punishing people for creating wealth). If we combine this with the other goal of taxing the wealthy more than the poor, we end up with a matrix of items that should be taxed and subsidized differently.

Take alcohol. I think we can agree that drinking alcohol is a bad behavior (antioxidants can be found elsewhere, if beneficial at all). However, a uniform tax on alcohol disproportionately affects poor people over better off ones. But it also happens to be that poor people drink more beer, and wealthy people drink more wine. Therefore a good tax system should tax wine at a higher rate than beer.

Or take food. Some foods are more nutritious than others, while some better for a particular diet. Red meat should be taxed higher than fish (CO2 emissions per kg of red meat > fish), and even within these categories, some products should be taxed higher than others. For instance, salmon should be taxed higher than sardines.

While this system would be quite complex, this is increasingly made feasible as we move towards the computerized and networked economy. Tax revisions could be pushed out to super market chains, then updated on their electronic pricing system. Or why not have an API for value added tax? Maybe a bit too much, but technically feasible.

Another interesting thought is to make the amount someones pays out in taxes an honest signal about wealth.

So Governments should pay attention to goods and services that signal wealth, whether a byproduct (behavior) or a deliberate status-seeking choice, and tax them accordingly.


Apr 16 2009

Cabinet Damien - une horreur d’Agence Immobilier

Quand je suis arrivé des États-Unis pour ma dernière année à l’ESC Lille, ma femme et moi cherchions un apartement spacieux en contraste avec la petite chambre en collocation que nous avions à Palo Alto. Nous avons fait un séjour à Lille pour trouver un apartement, et avons trouvé quelque chose par l’agence immobilier rue du Peuple Belge, le Cabinet Damien.

Et c’est là que les ennuis ont commencé.

Le loyer sur lequel nous nous étions mis d’accord était de 520 euros par mois. Cela convenait à notre budget, et nous avons demandé les papiers à remplir pour formaliser la demande. Tout était en règle, quand le Cabinet a commencé à nous dire que nous ne satisfaisions pas les critères nécessaires pour aménager, et que par conséquent nous n’avions pas l’apartement.

Après de nombreux coups de fils, il s’est avéré que c’était une question de garantie. Absurde : nos parents respectifs sont à l’ISF. Et même après leur avoir donné ces feuilles (très privées) d’impôt, cela ne convenait toujours pas. Et d’autre excuses était sorties, comme l’absence de la personne habilitée à rédiger le bail, et la non-réception de documents envoyés par la poste.

Le problème était ailleurs. Le Cabinet a senti que l’apartement pouvait se louer plus cher, et a décidé d’augmenter le loyer à 560 euros par mois. Quitte à sortir une excuse pour nous empecher de prendre l’apartement, pour lequel nous avions déja donné un chèque de réservation. Après découverte de cette information et acceptation du loyer plus élevé, nous avons pu aménager.

Mais les ennuis ne se sont pas arrêtés là.

Vous l’aurez compris, il s’agit d’une agence peu honnête. Nous avons raison de croire qu’elle ment à ses clients dont elle gère les actifs…

L’agence nous a fait la promesse de faire certaines réparations. Le miroir cassé, la moisissure dans le bureau, l’évier instable et les robinets qui fuient, etc. Mais rien n’a avancé. Nous avons même repeint le salon, sans se faire rembourser la peinture.

Pas d’eau chaude

Pendant une partie de l’année, le chauffe-eau au gaz s’est mis à dysfonctionner. L’eau ne s’écoulait plus de l’appareil, et chauffait sans cesse jusqu’à ce que la pression issue de l’ébulition projète de la vapeur brûlante à travers les conduits - y compris la pomme de douche, manquant de peu de nous brûler.

Nous avons appellé et écrit à l’agence sans qu’elle réponde. Il a fallu menacer d’avoir recours à une procédure judiciaire pour faire changer le dangereux chauffe-eau.

La cuisine inondée

Le plus récent, ce sont les inondations. Jusque là nous avons eu la chance qu’il ne pleuve pas trop, mais le printemps arrivé, et la tendance s’est inversé. Et il pleut autant dans la cuisine, sur les prises et plaques électriques, que dehors. Le toit vitré fait entonnoir dans la cuisine. Ce matin encore nous avions 1 cm d’eau dans la cuisine et salon, et plus encore dans la cave.

Nous avons appellé et écrit à l’agence sans qu’elle réponde.

Opportunités d’entreprise

Malheureusement, ce n’est pas la premiere fois que nous avons eu à faire à une agence semblable. Et à en croire mes proches, il s’agit d’un problème fréquent.

Il y a là donc opportunité pour une personne travailleuse et créative de faire fortune, en créant une entreprise qui satisfasse mieux les besoins des clients. Que cela soit au niveau de l’évaluation du risque d’impayés, de la gestion de la relation clients, ou le traitement de problèmes de logement.

Si un lecteur a envie d’améliorer le système et de créer une startup pour changer tout ça, qu’il me contacte. Je ferais en sorte qu’il reçoive les contacts et l’aide pour réussir. :-)


Apr 14 2009

Paper versus Pixel

People who know me know that I am a proponent of the paperless office, and even the diskless office (aka. the cloud office, which involves using a combination of software as a service and cloud software for everything). I use a variety of tools to achieve this, Google supplying a large amount of these, and Mozilla a key one with Weave.

However, in writing my thesis, I had to switch to paper for the mathematics / game theory model. It was just that much quicker to write new equations and solve them. While limited, paper for math certainly is more agile.


Apr 11 2009

Conditions for Honest Signals

In this blog post, we study the conditions for which a signal can be trusted when sent to a distrustful party.

The behavior of animals in the wild is often puzzling. Why do babies cry so loud? Why do gazelles jump vertically when they see a predator? It turns out these are primitive forms of communication in the form of signals. Gazelles signal their health and fitness, babies signal their hunger or fear.

But… How do these signals come about?

A branch of mathematics called Game theory provides an insightful framework for understanding how these behaviors come to be, and why they are the way they are. Seen through the lens of Game theory, the previous examples are forms of signaling games.

A signaling game, as defined in Wikipedia, is a dynamic game in which two players, the sender (S) and the receiver (R), interact. The sender has a certain type τ, which is given by nature. The sender knows his own type while the receiver does not know the type of the sender. Based on his knowledge of his own type, the sender chooses to send a message from a set of possible messages M = {m1, m2, m3,…, mj}. The receiver observes the message but not the type of the sender. Then the receiver chooses an action from a set of feasible actions A = {a1, a2, a3,…., ak}. The two players receive payoffs dependent on the sender’s type, the message chosen by the sender and the action chosen by the receiver.

An example from nature

Lets consider a lion chasing a gazelle. The observer would notice that in such cases, the gazelle, upon detecting the lion, will start stotting. By doing so, it is signaling its fitness and probable ability to outrun the lion. The lion can then decide not to chase the gazelle, and wait for another (better) opportunity.

Both the lion and the gazelle have an interest in avoiding unsuccessful chases. Both lose energy during the chase, and the gazelle loses out doubly as the time spent running is time not spent grazing. Therefore evolution puts pressure on these species to develop something in order to avoid this particular outcome. This something is a signal-producing capability, that provides orchestration by communication.

Framing the game

In this example, the signal sender S is the gazelle, and the signal receiver R is the lion. The signal is either stotting m1 or no stotting m0, so M = {m0, m1}. The lion’s feasible actions are chase a1 or ignore a0, so A = {a1, a2}. The payoffs are chance to catch for the lion, and chance to get caught for the gazelle, which are a function of the gazelle’s fitness τ, the action taken by the lion, and the signal emitted mi; hence Plion= f(τ, aj, mi), and Pgazelle= g(τ, aj, mi). We can now draw the payoff matrix:

figure 1: payoff matrix in a signaling game

figure 1: payoff matrix in a signaling game

Where m0= 0, and m1= m.

Conditions for honest signaling

Now that we have framed the example, we can analyze the different strategies available to the players. Three factors influence the payoff outcome as we have seen; the gazelle’s fitness, the signal it chooses to send (as defined by the type of game, and since there would be no use in sending it if it had no impact), and the lion’s reaction.

Lets examine the conditions to which signaling is beneficial to both parties. That is, how does signaling drive out wasteful unsuccessful chases, which use up energy for nothing, through evolutionary pressure?

For this, we must establish relationships between fitness, energy expenditure due to chasing or fleeing, and emitting the signal. We’ll function on the following relationships for the fitness cost of the signal Csignal and the fitness cost of a chase Cchase:

Csignal = h(τ, m) and Cchase = k(τ)

If the signal mi has an effect on fitness that is not related to τ, then

Csignal = h(τ, m) = h(τ - m)

and

Pgazelle= g(τ, aj, mi) = g(h(τ, mi), aj)  = g(τ - mi, aj)

If we furthermore assume that a0has no effect on payoff, then

g(τ, a0) = g(τ) and g(τ - m, a1) = g(τ - m)

We can then establish the following payoff matrix:

figure 2: gazelle payoff matrix if signal has an invariant effect on payoff

figure 2: gazelle payoff matrix if signal has an invariant effect on payoff

Lion payoff is calculated with function f instead of g.

We can now calculate the difference in fitness between with and without the signal for the lion and the gazelle. Lets assume that f and g are linear functions.

If lion does not chase, then

Δfitness= g(τ) - g(τ - m) = g(m)

but if it does, then

Δfitness= g(τ  - k(τ)) - g(τ - k(τ) - m) = g(m)

The lion will chase the gazelle if its payoff for chasing is larger than payoff for not chasing

f(τ  - k(τ)) > f(τ)

f(τ  - k(τ)) - f(τ) > 0

f(k(τ)) > 0

The gazelle will emit the signal if its payoff for emitting the signal is larger than for not emitting,

In the case the lion chooses to chase, then

g(τ  - k(τ) - m) > g(τ)

g(τ  - k(τ)) - g(τ) > 0

g(k(τ)) > 0

In the case the lion chooses not to chase, the calculation is very much the same.

As we can see, it does not make sense for the gazelle to send a message in this particular case. This is because we are analyzing a single occurrence of a signaling game. In reality, the lion and gazelle face a repeat game. For example, Tit for Tat is not a strategy for single shot prisoner’s dilemma games, but it is optimal for repeat ones.

What do we learn from this?

That Game theory provides us with a framework for understanding the theoretical underpinning of phenomena observed in nature, and helps build models of prediction for anticipation and comprehension.


Apr 10 2009

Signal Oriented Marketing

First rule of Fight Club (or Marketing in this case) is to have a catchy label.

So I propose Signal Oriented Marketing. It is actually close to the innovation of Object Oriented Programming. The key innovation was the message passing between objects, as much as the objects themselves.

Looking at marketing from a perspective of signal can be extraordinary useful.

Take Market Research. One of the criticisms is that segmentation is often done using attributes that can be gotten at rather than segmentation by care abouts. It is segmentation by demographics rather than by job to be done.

I am proposing a third way: you look at how you are going to signal the attributes of your offering and you segment by that. If you can devise an honest signal to a subset of potential consumers that is what you should use as your segment. If you can not, don’t add the feature set.

Specialized language is often a good avenue.  If I say “ay, there’s the rub” in a discussion, you hone in on it as the crucible of the problem.  We have established that we are both fairly well educated outside the domain at hand.

What does this imply? Don’t shy away from specialized language in advertising. Using plain well understood language is for losers.

Red Bull used this signaling approach in establishing themselves. They deliberately sought out honest signals. Like limiting their product to certain clubs and bartenders that “saw” the benefits. They had the product delivered via special carriers, like FedEx 12 cans sent overnight to a club, etc. Things that are expensive and hard to fake.

The result was that people believed the signal and as such, bought into the benefit of Red Bull. It obvious has an element of the scarcity phenomena as per Cialdini’s Influence, but there is more to it and analyzing this from a perspective of signaling is a better approach.


Apr 5 2009

The Hidden Cost of Customization

If you’re like me, you probably have a bunch of addons for Firefox. I have between 5 and 20, depending on whether I’m running the latest beta (3.1 beta 3), or the stable version.

The problem with this, as I have just experienced, is that you not only increase the chance of failure, but you also increase the cost of repair. Let me explain.

Something happened to my Firefox installation, and anything typed in the location bar would grind Firefox to a halt, then eventually crash it. I tried re-installing it, but the problem remained. I then upgraded to Firefox 3.1 beta, without any further success. Since Firefox has such a large install base, I assumed someone else would have the same problem, and eventually there would be a fix. The plan was to use Safari (4 beta) until then.

However 3.0.9 came out and when I installed it, Firefox didn’t work any better. I resolved myself to do some sleuthing, and eventually figured the problem out, and solved it. The issue was caused by a mix of Google Gears, Adblock, PasswordMaker, and some others.

What’s to learn from this?

Customization is costly. Maintenance costs and instability are exponential to level of customization: if each component has a 1% chance to break per month, and you have 20 components, then you have an 18% chance of failure per month (1 - .99^20). Bear that in mind when you customize anything.

You also lose in security: the more you customize your software, the more lengthy and intricate it becomes to upgrade to the next version. This means that you run software that is always a few patches behind, and you become an easy target for hackers. The vulnerabilities of the version you use are public and easy to exploit.

Rising Probability of Similar Error

Furthermore, the more you customize, the more you reduce the userbase of similar installations. If you use default Firefox on default Ubuntu, then whatever error you encounter, millions of others will as well, and you can count on a patch to soon follow. If you use a highly modified version of Firefox on Ark Linux, you’ll have to do the detective work and patching yourself.

A corollary to this is that it makes an excellent argument for buying Dell when considering using Linux. You’ll have much less problems as the userbase is much larger. If you use a Fujitsu LifeBook 7010, with a tiny userbase, you’ll have many driver issues.

Analogy to Firefox addons

Coming back to my Firefox addon example, I could have waited years until this problem was found and solved. I would have to wait until someone else using Firefox AND Gears AND Adblock AND PasswordMaker AND Mac OS X find the error, come up with a fix, and share with all. This means that you just can’t wait bugs out if you aren’t in the mainstream. Whereas you can if you use plain vanilla Firefox on Ubuntu.

EDIT: Apparently, this is Oracle’s approach. Paraphrasing them, they advise to “stick with us; we will do it all, and make sure everything works together, and do not customize as you can not then take advantage of our innovations“. This goes in the same direction as what I argue in this post. Customization is costlier than it appears.


Apr 2 2009

Revevol.eu competition earns me a Netbook

Some time ago, a friend suggested I enter the YouOnTheWeb competition organized by Revevol.eu. All I needed to do was give my name, phone number, and email address to gain entry. So I did. The Jury would then google for all participants, and award the one with the best online presence with a Samsung NC10 Netbook.

I was told Monday that I had won, much to my surprise.

I am to meet the Revevol team on Friday next time I am in Paris, and there will be some picture-taking and formalities. I look forward to it, as Revevol is doing something similar to what I am doing: promoting the use of the Cloud in the enterprise. They provide services in adopting Google Apps and other SaaS vendors. I, with Cloud in Code, provide services in adopting Cloud Computing.

So I went home with my brand new Samsung NC10 netbook, wondering what I was going to do with it. It had Windows XP pre-installed. I thought to myself that I would keep it that way, since all I need is Firefox. 4 restarts later, I started downloading Ubuntu Netbook Remix out of frustration. It is amazing how three service packs later, Windows XP is still crap. However the Ubuntu page dedicated to the NC10 mentions some functionality lacking until the next kernel, so I’ll wait for 9.04 due this month (Jaunty Jackalope).

Incidentally, Mozilla Labs announced the general beta availability of Weave, a Firefox addon that lets you sync your Firefox profile across multiple computers (only available on Firefox 3.1 beta). This was a perfect occasion to install on both my MacBook Pro and the NC10. And it works, allowing me to get the same results on the Smart Location bar, sync open tabs, keep same bookmarks and passwords (I use a unique password for every site, a hash of the site url concatenated with a master password, a pain on mobile devices). Works great, highly recommended if you have multiple computers.


Mar 16 2009

What is the value of Honest Signaling?

It can be argued that without signaling, Akerlof’s Market for Lemons would vanish, or at least all innovation and delta quality would be driven out. Akerlof, economics Nobel laureate in 2001, described how:

the interaction between quality heterogeneity and asymmetric information can lead to the disappearance of a market where guarantees are indefinite. In this model, as quality is undistinguishable beforehand by the buyer (due to the asymmetry of information), incentives exist for the seller to pass off low-quality goods as higher-quality ones. The buyer, however, takes this incentive into consideration, and takes the quality of the goods to be uncertain. Only the average quality of the goods will be considered, which in turn will have the side effect that goods that are above average in terms of quality will be driven out of the market. This mechanism is repeated until a no-trade equilibrium is reached.

Why is it that there is a market for lemons, like in used cars, when there are reasons why there shouldn’t? Signaling provides some light to the theory.

In Spence’s winning paper Signaling in Retrospect and the Informational Structure of Markets, education is seen as a signal in the labor market. From his Prize lecture:

The idea behind the job market signaling model is that is there are attributes of potential employees that the employer cannot observe and that affect the individual’s subsequent productivity and hence value to the employer on the job.

He then introduces the basis for the mathematical model subsequently built:

Let us suppose that there are just two groups of people. Group 1 has productivity or value to any employer of 1, and Group 2 has productivity of 2. In this example, these productivity values do not depend on the level of investment in the signal. If there were no way to distinguish between people in these two groups then if both groups stay in the market, the average wage would be 2 – α, where α is the fraction of the population in group 1, and everyone would get that wage. If the higher productivity group through dissatisfaction or for any other reason, exits this labor market, the average productivity and the wage drop to 1. This phenomenon when it occurs is sometimes called the adverse selection problem, a label most commonly applied to insurance markets. It is structurally the same problem that Akerlof described in his famous paper on used cars (lemons).

Why is Education an Honest Signal in this famous Nobel winning paper?

Quite simply, because it is expensive and as such not easily falsifiable.

The job-market model is a way of looking at product pricing and markets. The analogy is clear: Job seekers = Complex product offering, Skill level = Product Utility, and Wages = Price, but Education = What?

Education = Marketing!

What is the purpose and value of Marketing? Marketing is sometimes treated as a necessary evil, something we would all rather not have to truck with and most certainly not something that adds “real” value to the product. Wrong! The value of Marketing seen as attempts of Honest Signaling is huge:

  • Branding. Branding is a form of honest signaling. It is a promise that is hard to break. IBM cannot afford to put its name on a dysfunctional product, as this hurts it. You can therefore trust software IBM-branded software.
  • Advertising. Advertising has lost most of its credibility, and has equally lost in persuasiveness. Despite this, it can be seen as a mechanism where the signal itself is the value, not the content. The “It must be good since they can afford to blow so much money on advertising this stuff” concept, first introduced by Nelson (1974) who described the idea of advertising signaling quality by dissipating part of the profits, then formalized by Kihlstrom and Riordan (1984), and Milgrom and Roberts (1986). Advertising is a form of honest signaling.
  • Analysts. The industry of third party analysts, man in the middle, and honest brokers à la Gartner. More on this later.
  • Without signaling, there would be no point in developing better products, as they would not command higher prices. The only rational decision would be to cost reduce.

Marketing -now defined as the signaling body- has developed new signals over time: adverts, public relations, and now social media. All of these are tactics of influence, but more usefully and insightfully defined as attempts at Honest Signaling. This creates a new framework from which we can find better ways to send Honest Signals to the market, and thereby capture this huge value.

Spence’s Job-market model provides an example for opaque products, and how they require a signaling mechanism to provide information. Opaque products require honest signaling, and so need to be marketed with that in mind. This means using analysts, branding, etc. is not a waste of resources. It makes rational sense for players to hire an honest signaler.

So, what is the value of Honest Signaling?

Honest Signaling allows the marketer to provide information on a product’s quality in a trustable manner, where it would otherwise be costly or difficult to do.

For example, how do you demonstrate that your data integration software is good?

  • You cannot educate the market. Evaluating such products takes weeks, if not months. Customers do not have time to do thorough research on competing products.
  • You cannot advertise. As mentionned before, advertising in its traditional form has lost its credibility, and therefore would not provide significant advantage.

So what options do you have?

  • You can put a big brand name on it. A corollary to this is that it can make sense for a large company to purchase a small one in order to re-brand its product. In this specific case, the purchase might in itself be a sufficient Honest Signal, as it would not purchase it if it weren’t good.
  • You can hire an analyst firm. The analyst firm then evaluates your product, and you can purchase the evaluation for display. If your software were poor, you couldn’t afford to do so as you would get a negative and detrimental evaluation. And so this is an Honest Signal.
  • You can expose yourself to risk. Best example of this is a guarantee. Make an expensive promise and uphold it. If your software were poor, this would be prohibitively costly.
  • You can fill the airwaves with advertising. Show that you can afford to squander resources. The key is not content, but volume.

Mar 10 2009

A New Home Security Model

I was visiting my inlaws the other day, and the alarm sticker on their front window caught my attention. It is one similar to the one depicted here.

It got me thinking about the effectiveness of such a measure. How likely is a thief to believe it? If you were one, would you?

For the sake of this analysis, lets assume that we are dealing with a rational thief. This excludes thieves under the influence, junkies, and a couple other categories. The rational thief is confronted with a choice of trusting or calling a bluff when he sees the sticker. If there is no means to verify the presence of a working security system, then he must rely on the signal alone (if he can verify that there is a security system, then he should move on to an easier target).

The Theory

Out of the total population of people displaying the sticker, if A is the number of people with a working security system, and B the number of people who don’t, then the probability that there is one when randomly picking a house is α = A / (A+B). If we furthermore assume that a house with a security system means a certain outcome of being caught by the police and jailed (we will analyze the effect of uncertain outcome in a later post), then the thief can determine his optimum strategy.

Strategies and equilibrium

If α = 0, the thief will never be caught as there is no security system. His strategy should be to always pick the house with a sticker. If α = 1, then he will always be caught. His strategy should be to never pick a house with a sticker.

But somewhere in between, there is an equilibrium. This equilibrium depends on the payoff, of course. To the extreme, you have a payoff so high that it is worth going to jail for, which results in the outcome strategy of always disregard sticker. On the other end, if there is no payoff, then the outcome strategy is never disregard sticker. Furthermore, the payoff is always relative to the thief ($100 worth of stolen goods does not have the same appeal to all thieves), especially true when considering a professional thief and an occasional one.

Sometimes doubt is enough

You could argue that sometimes, introducing doubt into a rational analysis is enough so that the thief prefers to consider an easier prey - a house with no sticker for instance. This is the rationale behind Microsoft’s famous FUD (Fear, Uncertainty, and Doubt) tactics. People will stick to actions of which outcome they can predict rather than those they cannot. Microsoft’s tactic has been the introduction of uncertainty in the outcome of switching operating system from Windows to Linux. Experience shows us that uncertainty does not need to be grounded, only perceived. The company introduced stories of failure and that proved sufficient.

When it comes to our analysis, displaying a security system sticker produces doubt in the thief’s mind. This most likely increases the likelihood of him moving on to an easier target. If you and a friend are chased by a lion, you do not need to outrun the lion: you only need to outrun your friend. Same goes with your neighbor’s. You only need the thief to perceive that your house is better secured than his. This falls outside of the Handicap Principle and consequently Signal Oriented Marketing, however.

Seem familiar?

If you’ve been following this blog, or know a bit about the Handicap Principle / Signal Oriented Marketing, then this analysis probably seems familiar. It involves mutually distrustful parties (the thief and the house owner), that communicate through a signal (the security system sticker).

The signal between the two parties conveys information about the likelihood of being caught by the police, similar to the gazelle’s stotting about the likelihood of the chasing predator not catching it.

How to bring credibility

Through verifiability

In some specific cases, the presence of a security system can easily be made verifiable. In those cases, it should, similar what Stanford suggests webmasters do in article 1 on its website credibility guidelines. Thus a solution would be to make the security system (cameras) visible.

But in other cases, such verifiability is not as easily attained. If it is not possible for a thief to verify the presence of a security system and he must refer solely to the signal (the sticker), than a system in which each sticker has a unique identifier issued by the security system vendor that, when anonymously given by SMS or Internet to the vendor, would retrieve the house address and validity of the sticker.

The combination of address and validity achieves two things. First, it prevents duplication of stickers, and usage on more than one location. Second, it prevents people without a security system from faking the signal. It ties each reference to a unique location, and makes the signal perfectly trustable.

However this system is complex and relies on the thief’s knowledge of the system, as well as him trusting the anonymity of the lookup process, both of which are not a given. In such cases, it is preferable to use Honest Signaling.

When not verifiable

Honest Signaling allows credibility to be established where the quality of an object is hard to ascertain. If it is not possible to verify some quality of an individual or organization, then there must be something about it (the signal) that conveys information on the quality, in a trustable manner. The way nature has solved this, is by creating handicaps. Signals that are costly in relation to the interaction of parties. This means that there is a penalty if the signal isn’t trusted. You show your strength by imposing a handicap on yourself. Like handicaps in Golf.

If you buy into the concept of biomemetics, this translates to a simple tactic. The signal should welcome thieves to “test our security system here”. Or provide directions towards the security cameras. It should give up information that would be useful to the potential thief. It should impose a handicap upon itself.

You may find this behavior in people being boastful: the security guard so confident that the vault is secure, that he openly talks about secret details on the motion detectors, etc. The opposite is telling as well. If he were unsure about the security of the vault, he wouldn’t talk about it at all.

Conclusion

If you (the reader) were to remember one thing about this rather lengthy blog post, it is that Honest Signals are useful a) when you must convey information on the quality of something to someone who does not trust you, and b) when the quality of that something is hard to measure or ascertain. In that specific case, then you should impose a handicap upon yourself, that is costly in relation to the outcome of the interchange.

мебели пловдив