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“The test of a first-rate intelligence is the ability to hold two opposing ideas in mind at the same time and still retain the ability to function.

One should, for example, be able to see that things are hopeless yet be determined to make them otherwise.”

F. Scott Fitzgerald

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Contradictions. My favorite topic (certainly in business). Now. This is a tricky conversation in business because most business people like one-dimensional thinking & ideas. Yeah. That sounds harsh but at its core is the argument of “stand for one thing” combined with “simple is success”. Both of which ignore the fact most people find contradictions interesting (therefore cognitively retain the imprint better) and simple doesn’t necessarily mean ‘one thing’ but rather ‘understandable.’ I would also argue contradictions, or multidiemensional is more relatable. My main example of this is in discussing Brand Personality where the whole idea of ‘one thing’ is absurd.

Regardless. I personally love the idea of ‘owning a contradiction’ because it is a descriptive phrase that invokes people to hold two opposing concepts concurrently.

And more importantly? It is a smart idea. And I don’t care who you are, you like smart ideas <everyone does>.

Everyone likes ideas that make you think. A contradiction, or an idea capturing a contradiction, is an idea that makes you think.

Patient quickness.

Make haste slowly.

Big and fast.

Small but powerful.

Less is more.

That kind of stuff. Literally, I imagine we are simply discussing oxymorons.

But. I will get back to that (because I am curious and looked up all that stuff). Owning a Contradiction is excellent for when you are talking about brand positioning and company’s value propositions and what people think about an organization (or product or service).

question red wallA contradiction offers something that may seem counter intuitive and make people cock their heads a little bit and think “how do they do that?”.

From an organization value proposition standpoint (what is it we do best – with a skew toward functional) owning a contradiction is kind of the holy grail.

In particular you love to zero in on some aspect of more for less.

(Think of that as the holy grail value proposition sweet spot)

 

What do I mean?

That’s like …

More happiness-satisfaction less worry.

Get more Services at less cost.

More nutrition in least (smallest) portion.

Do more with less (plus/minus relationship).

Do most with least amount of money/budget.

Large global resources attention to small details.

“who say you can’t be big and nimble?”

Stuff like that.

If you can build an organizational culture and innovations and attitudinal structure with something like that at the core you are golden. Now and for the future.

Anyway. Whenever I bring up owning a contradiction, at first blush, everyone loves the idea. The challenge is when people want to “understand it.”

So. Inevitably you get the smart(ass) question … ‘are you talking about an oxymoron or a paradox’?

(yikes. Here is where I need to search dictionaries for help)

Oxymoron or Paradox. Here are the two definitions.

An oxymoron as “a figure of speech by which a locution produces an incongruous, seemingly self-contradictory effect, as in ‘cruel kindness’ or ‘to make haste slowly’.”

(c’mon … who uses ‘locution’ in a sentence … jerks)

A paradox is defined as “a statement or proposition that seems self-contradictory or absurd but in reality expresses a possible truth”.

Uh oh. That didn’t help me. Is one a figure of a speech and one a sentence? Geez. ‘Self contradictory but in reality expresses a possible truth.’

Now. That sounds good. Unfortunately if I research oxymoron I get more of what I am talking about with owning a contradiction despite the fact the explanation for a paradox seems … well … righter.

The Oxymoron is a figure of speech that deliberately uses two contradictory ideas. This contradiction creates a paradoxical image (okay. They just used oxymoron and paradox together ???) in the reader or listener’s mind that generates a new concept or meaning for the whole.

Some typical oxymorons are:

–          a living death

–          sometimes you have to be cruel to be kind

–          a deafening silence

–          bitter sweet

–          The Sounds of Silence (song title)

–          make haste slowly

–          conspicuous by his absence

Ok. It gets worse (trying to understand what it is supposed to be) when you look at these.

The following seem more like paradoxes to me, but they all are from a book called “Oxymoronica” by Dr. Mardy Grothe.

I can resist everything but temptation.

Oscar Wilde

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Don’t be too clever for an audience. Make it obvious. Make the subtleties obvious also.

Billy Wilder

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Just be truthful – If you can fake that, you’ve got it made.

Barbara Stanwyck

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Please all, and you will please none.

Aesop – 6th century BC

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Nothing is permanent, except change.

Heraclitus – 4th century BC

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Okay. Regardless. Owning a contradiction (to me) is not only smart but it articulates something in a way that it actually becomes a figure of Speech (which also has a literal definition by the way)

Uh oh. Another definition. Figure of speech? A figure is worth a thousand words (A picture is worth a thousand words)

Figurative language:

One meaning of “figure” is drawing” or “image” or “picture”. Figurative language creates figures (pictures) in the mind of the reader or listener.  These pictures help convey the meaning faster and more vividly than words alone.

We use figures of speech in “figurative language” to add color and interest, and to awaken the imagination. Figurative language is everywhere, from classical works like Shakespeare or the Bible, to everyday speech, pop music and television commercials. It makes the reader or listener use their imagination and understand much more than the plain words.

 

Anyway. I come back to “expresses a possible truth.” Owning a contradiction (when you aren’t making it up and it is something of value) is figurative, a paradox and most importantly is communicating the possibility of a truth.

Something meaningful but contradictory all to the benefit of whoever you are communicating to.

In a way it is quite possible I like contradictions because they aggressively and interestingly attack people’s ignorance. They make you think of things that may not seem possible, but become an interesting ‘truth’ (and we learn something). To me that is the cognitive power of a contradiction.

Real knowledge is to know the extent of one’s ignorance.

Confucius – 6th century BC

I will admit. Contradictions are personal to me. Lunch bucket intellectual is my contradiction. Bring a blue collar work ethic day in and day out but relentless intellectual curiosity to seek insights and ‘truth.’ I guess I am also a generalist specialist.

All that said.  Bottom line? Any time you can own a contradiction you are more interesting ... as a product, as a business or even as a person.

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Written by Bruce