Much has been said about persistence and perseverance: how, if you are only forceful and determined enough, you could achieve whatever it is that you set your mind to.
“They’re rich, but still nice.”
– “They’re nice because they’re rich.”Jon Bong Hoo, “Parasite”
During my freshman year in high school, my older brother and I had to be sent off to a public high school in Quezon City after my parents incurred a huge debt because of a failed business. The financial loss meant that they could no longer afford to send us to the private school near our home in Las Piñas. My aunt convinced my mom that the high school near her place had better standards than the usual public schools, and so my mom decided that we would live with our aunt and our cousins so we could study there.
As a kid, I felt that it was all a game. I imagined how that year was going to be fun, and how I’d have interesting stories to share to my friends back home once I came back to my old school.
My new classmates saw me and my brother as a curiosity. I remember how they would ask me questions about my old school–why I had to uproot myself from that life in exchange for this strange one. I vaguely remember dodging some of those questions, but what I could recall was how I found it amusing that they would speak to me in English, as if they expected me to be beyond speaking in the vernacular.
A few weeks ago, my startup company Taxumo had a two-day sprint activity to assess how we can create exciting new products for our customers—the thousands of Filipino self-employed-professionals, freelancers, and sole proprietors (and many thousands more, soon to come.)
During the session, our CEO EJ Arboleda introduced to us the Kano Model, the product development and customer satisfaction theory developed by Japanese professor Noriaki Kano. The said theory advocates going beyond the functional benefits of your product and service, and assessing the emotions which you can elicit by introducing certain new features.
The theory posits that products/services are composed of either three attributes: threshold attributes, otherwise known as the “basics”; performance attributes, or the ” satisfiers”; and the excitement attributes, or the “delighters”.
For example, think of an insulated water bottle. It’s basic (threshold attribute) that the said water bottle would not get hot and still be holdable even after you put in hot water. Now, if the said water bottle also keeps your water’s temperature stable for 48 hours (versus its competitor’s 24-hour temperature stability), that could be really satisfying (a performance attribute) for you as a customer, since it boosts your enjoyment of an expected feature. But what if the water bottle also changes color depending on how cold or hot the water is? That’s a totally unexpected feature, and could be a delightful thing for your customer (an excitement attribute.)
In time, however, as people become used to the exciting feature which you’ve once offered, it sort of becomes an expected property for your product. (Think of mobile phones having touchscreens—a feature Apple popularized.)
Oddly, but perhaps with good reason, the Kano model came to mind when I was thinking about our work within the LGBT advocacy, specifically during the recent IDAHOBIT (International Day Against Homophobia, Biphobia, and Transphobia) event which the Philippine LGBT Chamber of Commerce did with the Embassy of the Netherlands in the Philippines.
I was scrolling through my Instagram feed one evening when the ad from Without Walls Ministries (@withoutwallsph) appeared:
“Jesus never mentions homosexuality. How can it be wrong?”
I curiously clicked on the link from this organization who claims to be “a community of people who love Jesus and are on a mission to spread the gospel in our city and beyond.”
They were organizing a free conference, open to the public. The speaker is a British pastor named Sam Allberry, a man who says he experiences same-sex attraction, and now preaches about how his attraction is not integral to his identity.
It was amusing, to say the least.