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Unclear Communication

10/21/2017

23 Comments

 
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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

If a friend says her “head is spinning” or a coworker claims he could “eat a horse,” we don’t worry about a broken neck or a slaughtered stallion.  Language is full of figures of speech.  What’s more, we don’t need to be told every detail; a conversation’s context carries much of the meaning.  That’s the way communication is supposed to work; although, it notably didn't during a recent college business class.
 
Professor Reb Beatty teaches financial accounting at Anne Arundel Community College in Maryland.  To aid his students on the first exam, he told them several times to bring a “3 x 5 note card,” on which they could write any information they might find useful during the text.  Allowing students a small ‘cheat sheet,’ is not unusual for college courses, especially ones involving quantitative topics.    

On the day of the exam, students filed into the classroom with their usual books and bags and the note cards.  One student, however, carried something much more conspicuous.  Ten minutes before the test, Elijah Bowen entered toting a 3 ft. x 5 ft. poster, packed with information for the exam.
 
When he first saw it, Professor Beatty disregarded the jumbo card, thinking it was just a study aid that Bowen was using to cram before the test.  However, when it became apparent that he planned to use the poster during the exam, the teacher confronted the student.  Bowen explained that all of the information Beatty had sent about the card just said 3 x 5.  Nowhere was there any mention of inches.
 
After hearing the explanation, Beatty relented and allowed Bowen to use the card, but in the back of the classroom where other students couldn’t read it.  Of course, Bowen was delighted that he got to use the super-sized exam aid, which he had spent over an hour creating the night before.  He also was very surprised his professor allowed him to do so:  "It was fabulous. I was shocked."  "I gave it about a 5 percent chance he'd let me use it."
 
But what were his professor’s feelings about the liberal interpretation of his instructions?  Beatty said he was impressed by the ingenuity:  "I was actually very happy for him.” "You have to have a student with the intelligence to recognize the loophole and then have the audacity to put it together and come in and try it."  Beatty even took a picture of Bowen with the card and posted it to Facebook, where over 28,000 people shared it.  The professor also appended his syllabus, adding the note card’s true size.
 
So, the story had a happy ending, right?  Well, if you’re familiar with this blog, you know there must be more to the analysis.  Plus, what does an exam in a financial accounting class have to do with marketing?  Let’s see.
 
There are at least two examples of branding that happened here, the first of which was personal branding.  Bowen branded himself as someone who’s not averse to bending the rules, or gaming the system.  Although he knew his professor meant inches, not feet, he still tried the ploy, even acknowledging afterward that he doubted it would work.
 
As mentioned above, reasonable people interpret information rationally based on the context.  They don’t argue with a lumberyard that its two-by-four boards should be 2 ft. x 4 ft. thick, and they don’t pretend that note cards are of a similar large size. Perhaps Bowen meant to be funny, but ultimately he showed a lack of integrity:  He plotted to gain an advantage over his peers and feigned an unrealistic interpretation of the note card size, which even he didn’t believe.  Such behavior does not reflect the kind of individual with whom most people want to work or otherwise interact.
 
The second instance of poor branding involved the portrayal of accounting—a very important field and a noble profession.  Accounting abhors creative manipulation and exploiting loopholes, for which Beatty praised Bowen.  Good accountants want their firm’s books to accurately and honestly reflect their firm’s financial realities, as Investopedia suggests:
 
“Creative accounting capitalizes on loopholes in the accounting standards to falsely portray a better image of the company. Although creative accounting practices are legal, the loopholes they exploit are often reformed to prevent such behaviors.  A primary benefit of public accounting statements is that they allow investors to compare the financial health of competing companies. However, when firms indulge in creative accounting they often distort the value of the information that their financials provide.”
 
By allowing and even exalting Bowen’s gigantic note card, Beatty encouraged behavior that is antithetical accounting.  Over time, endorsing such illicit activity will taint the field’s image, i.e., people will think of accountants more as dishonest schemers and less as trustworthy advisors.
 
College campuses cultivate some crazy behavior, much of which is a fun and harmless part of the undergraduate experience.  College is also a place, however, where students develop work habits and reputations that go with them for much of their lives.  For these reasons, devious behavior that disparages individual and collective branding must be called “Mindless Marketing.”

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23 Comments
Kody Leong
10/22/2017 08:20:50 pm

Although what Bowen did was surprising and ingenious, I am surprised that it did not happen before this. Perhaps it highlights the point Dr. Hagenbuch makes about rationalizing the context of the information. It also highlights why it is important to use the correct terms of measurement, otherwise situations like this arise. Something that made me think was how it could affect the field of accounting, and how it was not good that Beatty encouraged this behavior. Hopefully, this is a learning experience for Bowen and Beatty. For Bowen, he could learn to be more rational and think about the context before acting like this. For Beatty, he could look through his syllabus or analyze where in the class there are potential loopholes to be exploited and close them before it occurs again.

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Christian Rim
10/22/2017 10:12:59 pm

This is an interesting blog about communication and how it can sometimes be unclear between people to communicate with each other. The teacher explained what to bring for the exam by saying the dimensions of the note card without announcing the units. So, a smart student notices the mistake of the professor and smartly brings the biggest note card for the exam. The professor uses personal branding, which means not adversing to bending the rules.

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Alden Rasilim
10/22/2017 10:27:04 pm

I loved that this blog post is so relatable. Miscommunication constantly happens with everyone, with many different situations. However, i never thought that this sort of miscommunication could've ever happened. What surprised me even more, was the fact that the teacher allowed the student to use the giant note card. It was good that the teacher was applauding the student for thinking outside the box, but i believe that the teacher shouldn't have allowed the student to use that note card. By allowing the student to "cheat" the teacher is encouraging the other students to try to find loopholes in everything else that they do. In the end, this isn't a good habit that you should encourage, because that isn't how life works.

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Rebecca Chung
10/22/2017 10:34:45 pm

I found it incredibly interesting when the topic of loopholes came into discussion. As a college student myself, if I saw one of my peers bringing in something like that I would find it hilarious. But reading this blog has caused me to think deeper, past the college humor brain. It is VERY true that accountants should be against loopholes and manipulations, and this could have been a stepping stone to following in that path.

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Claudia Lopez
10/23/2017 03:33:04 am

I found this post pretty interesting, mostly due to the author's response to Bowen's use of a loophole. We all know that in the real world we won't need to memorize formulas and will be allowed to use "cheat sheets", but most professors insist that we memorize principles anyway. I think Professor Beatty's response was appropriate then, especially considering that the class was at a community college and likely a pre-req, so it was fair for him to allow an observant student to use the loophole before he adjusted the syllabus. I don't think this really says anything bad about the student's character; Bowen even admitted that he wasn't expecting the loophole to work, so I think it says more about his gumption than anything.

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Adam Lenon
10/23/2017 11:32:27 am

As an accountant, I am not concerned about character in this example. Creativity is imperative (and often missed!) in processes, although certainly not rules. Accountants can distinguish themselves in positive ways by being creative in the execution of a process which will allow for a more efficient solution to an existing problem. I have often been told something can't be done, only to discover that there was a lack of understanding of the process and all potential solutions, preventing a more efficient solution from being implemented. All "creativity" should be done with proper openness and integrity, but shouldn't be shot down categorically. If the student walked in with a 3 ft notecard folded in his pocket in defiance of the intended rule, you have to question the integrity. The fact that the student openly walked into the classroom with the card on display signals an openness in representation. This is more comparable to non-GAAP reporting by public companies which is widely accepted. Although it is not reported consistent with the rules, each exception is called out to reconcile the black and white rules to what was reported.

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Kyle Lawrence
10/23/2017 01:49:12 pm

I really enjoyed this post because it shows the true importance of honesty in marketing. To be specific is to be real and that is where this professor fell short. What this blog taught me was that when addressing any aspect of marketing, whether it be for sale or for work, it is far more important to be specific in the product you are displaying or selling. When you being to fall short in those area's you are putting yourself up for being manipulated or cheated out on.

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Keaton Kerr
10/23/2017 02:20:04 pm

While Dr. Hagenbuch is certainly correct to point out Bowen's lack of integrity when he bent the rules, I wonder if Beatty's actions have a redeemable lesson in them, one that's not so antithetical to the study of accounting. Everyday, accountants that audit the internal controls and the financial reports of companies face a grim reality where managers are willing to commit fraud in order to portray their businesses as more successful than they really are. The auditors examining the reports must be precise in their work, carefully inspecting the company's reports to detect material misstatements that may result from illegal business practices. When auditors do not detect these fraudulent practices, a few managers will benefit while a larger group of shareholders will be harmed, just because the auditor was not precise in his or her work. Potentially, the auditor might also have been negligent. Therefore, perhaps when Beatty allowed Bowen to use the 3'x5' notecard on the test, it might have taught the class that precision is essential in the accounting world. Otherwise, the few will benefit at the expense of the many. Perhaps Beatty branded himself as someone who appreciates the opportunity to demonstrate the realities of the accounting world, realties like the fact that sometimes people will bend the rules to benefit themselves, and precision must be used to combat this fraud.

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Kelly
10/23/2017 02:58:29 pm

I found this post extremely helpful when it comes to understanding the world of accounting and comparing it to the marketing world. The story of the student and teacher has definitely been shared before but I have never come close to the thought of what this kind of mindset would mean in the future/ business world/ marketing. As there is for almost everything, there are pros and cons. In this case, for the accounting world the student would be more recognized for the creativity and loopholes of the card and its dimensions to basically 'win'. In other words people would view this student as sneaky, snide and possibly rude in that he never shared this concept to fellow students. This post really made me think about how fare actions can lead you in the business world, depending on which element you are in.

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Hanzel Chow
10/23/2017 10:57:00 pm

As a college student, reading this blog post makes me want to look at all of my syllabi to see if I can find some sort of loophole, but I doubt I would be as bold as Bowen to actually do anything if I were to find one. Loopholes are not necessarily meant to be found because they are not supposed to exist, therefore in my opinion Beatty's response to the situation was respectful. She could have easily not let Bowen get away with this because everyone knew what was meant by 3 x 5 note card. Instead she saw what he did and kind of respected the fact that technically she should have been more specific. Yes this behavior should not be permitted but at the same time I feel professors should make sure they write everything specifically to avoid from incidents like these.

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Matt Roe
10/23/2017 11:13:04 pm

I have heard of this story prior to reading the blog. As the professor applauded him I applaud him too. If he could find a loophole in the syllabus I say good on him. Was the idea ridiculous? Absolutely. Did Bowen expect to get away with it? With a 5% chance. Could the professor take it away from him and not let him use it? I say yes, it would be within his boundaries to do so because as I stated above, it's ridiculous. I respect the professors reaction to it as well as the students expectation. I do not however believe that it is detrimental to the students learning or harmful to the public view of accountants. Accountants may be hired by the FBI to detect fraud. They need to be able to identify loopholes in their work so they can identify the crime committed by others. To me, Bowen displays character that will allow him to be meticulous and careful in his work as an accountant.

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Michael Banks
10/23/2017 11:25:19 pm

Being a college student can be a stressful experience and anyway you can lighten the mood for yourself and peers helps especially when it comes to taking exams. Bowen's use of the 3 x 5 notecard was funny and I'm sure some of the other students cared but the fact that the professor allowed it, is inappropriate because it left the rest of the class at a disadvantage. Although Bowen knew he was supposed to use a 3in x 5in notecard he found a loophole and capitalized on it. This is a judge of character on both Bowen and the Professor, it shows the lack of integrity of Bowen, and the professor being negligent by allowing it to happen.

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Hannah van Warmerdam
10/23/2017 11:55:09 pm

This blog post was fun to read. Being a college student, I definitely get how helpful a cheat sheet can be let alone a 3 by 5 foot cheat sheet. What Bowen did was something I found to be funny but I was surprised when I read how the professor let him use his cheat sheet on the exam. Props to Bowen for finding a loophole and going for it. He put himself out there knowing he would probably be rejected. That takes guts. However, I think this is a great example of how marketing is everywhere. When the professor allowed Bowen to use his cheat sheet, I do think that it took away some of the credibility accountants are supposed to have. Also with Bowen finding a loophole, that can lead people to think accountants are looking for an easy way out instead of thoroughly doing their job. Overall, this was a funny story but I understand how it can take away from the credibility.

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Kyu Lee
10/24/2017 12:47:50 am

I think Bowen was being clever and I don't think Bowen should be seen as someone who's not averse to bending the rules. In technicality, Bowen is right that Beatty was not being clear with the size. Although I do think that Bowen was being sly because he did know what size Beatty was referring to. I am curious though, if Bowen had actually studied the material and felt confident enough to risk of losing the privilege to use a notecard for an exam.

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Cassidy Costello
10/24/2017 12:48:42 am

I found Bowen's idea both funny and ingenious. I personally would never have the courage to do something like this, so it is interesting to read. I understand the red flags in Bowen's behavior this brought up, but I think his curiosity as to whether or not his professor would allow him to use the 3x5ft notecard was what lead him to do this, not the opportunity to cheat and take advantage of other students. However honesty is very important and I enjoyed the way the "mindful meter" was applied to this topic which I never would have originally viewed as a marketing issue.

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Colton Kelly
10/24/2017 01:08:52 am

I am very inspired and impressed on Bowen's decision to bring a 3 by 5 foot card that is so smart. If I was in that class I would have been the one to bring the little card. I like that the teacher allowed him to keep it because the teacher made it unclear and didn't specify the measurements used. I like that Bowen tried this because he knew what the teacher meant but he technically followed the rules and made a great call that was very risky. Being clear on details these days is so important especially with the developments of technology because decisions can be carried out so quickly which can really hurt the business.

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Cavin Hawkins
10/25/2017 08:16:23 pm

Maybe it's because I'm not a marketing student (or any kind of business student, for that matter), but I fail to see how Bowen's actions "showed a lack of integrity." It seems like to observe this is to read too much into Bowen's decision to act on a loophole. The professor's acknowledgement of his own miscommunication doesn't imply Bowen is a bad person, but rather it accepts that he made a trivial error, and is understanding of the (ultimately frivolous) consequences. Even Bowen, himself, admits that he didn't think his plan would succeed, leading me, the reader, to believe that he didn't care whether or not the professor allowed it. I understand the importance of clarity and precision in marketing, but I think this situation says much more about the professor and his branding than Bowen.

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Nicole P.
2/2/2018 01:42:58 am

I remember applauding this kid the first time I heard about this story. I thought he was clever to take advantage of the inches not being written and trying to bring the huge card anyway. However, after reading this article I completely agree with Hagenbuch that this behavior is unacceptable. I do also agree that students learn real world behaviors in school and if Bowen feels that he can cheat his way through school, then he might think he can cheat the real world as well. Hearing about prior accounting scandals further raises the concern about the ethical decisions that are made when the books are being prepped. This kind of behavior of taking shortcuts or cheating the system is not something that is learned overnight and will be something Bowen needs to work on for a long time.

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Ichsanflorist.com link
4/10/2019 07:25:44 am

This is truly a great read for me.

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things to do link
6/16/2020 02:43:49 am

This was really an interesting topic and I kinda agree with what you have mentioned here!

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Faith P link
1/14/2021 01:33:28 am

Hello, nice blog.

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Makenzie Janson
1/30/2023 09:04:29 pm

Hello Professor Hagenbuch,
While I see your point and do understand where you are coming from, I have to play devils advocate here. I understand that this may create unfairness, but couldn't you argue that the student simply came up with a creative way to gain a competitive advantage? While yes many of us can assume what the professor meant, you must commend him for his ingenuity and creativity. For it is these people who find a way to do things differently and have the confidence to go out into the world with those ideas that achieve success. If we always followed the rules, or what other people said, or what we assumed they said, there would be no progress or innovation. An example of this is the women's suffrage movement. Women were unable to vote, it was against the rules and they could get arrested for it. However, after many years of fighting, that rule changed. Now, we even have women in office and have changed the way America operates. This is why I argue that the student finding a way to make something better and have the confidence to follow through with it is not always a bad thing. In fact, this is the type of person I would hire at my future business due to their innovative spirit and confidence to inflict change.

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David Hagenbuch link
2/3/2023 09:38:09 am

Thank you for the question, Makenzie. Creativity is certainly a good thing! I would qualify, though, it should be creativity within the bounds of morality. An example of creativity outside the bounds of ethics would be Volkswagen's emissions defeat device -- it was very creative, but most people would say it wasn't moral. The woman's suffrage movement was different because the movement was aimed at overturning but most would say was an immoral law. Bowen's 3' x 5' card seems more like VW's defeat device, designed to circumvent a reasonable requirement for his sole benefit, than an ethical initiative aimed at overturning an immoral law for the benefit of millions.

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