Psychological operations or ‘psyops’ are often used to shape how people think.
While often associated with military operations, similar psychological techniques are sometimes used in business to shape narratives in a society where perception can be as valuable as hard money.
As entrepreneurs, it’s essential that we understand how these methods are utilised by governments, companies, competitors and individuals to craft opinions, which in turn can alter human behaviour.
In this article, we’ll look at the key elements in recognising a potential ‘psyop’ and some real-world examples.
Here goes…
Historical Psyop Examples
Historical examples of psyops include the leaflet campaigns in Korea, Vietnam (1954–1975), Iraq (1991 and 2003) and Afghanistan.
Millions of leaflets were dropped aimed at enemy soldiers and civilians.
The leaflets cited claims of overwhelming strength of the opposition and messages encouraging surrender.
The aim of the psychological operation was to break the morale of the enemy; it worked.
In Iraq, large numbers of enemy soldiers surrendered, citing the leaflet messages.
Business Examples
Psyops are not solely limited to military operations. Businesses have long used psyop techniques to shape public opinion in order to gain market share over competitors.
It should be noted that in business, these tactics are often called:
- Strategic communications
- Behavioural nudges
- Marketing psychology
- Public persuasion
These tactics use the same psychological cues but without the military context. Real-world examples of ‘behavioural nudges’ in business include:
Apple’s “Think Different” Campaign
Apple shaped public opinion to differentiate itself from a regular ‘beige box’ seller into a movement for creative outsiders.
Psychological levers used included an “us versus them” mentality shift, and the comparative high cost of the product created an aspirational association.
As a result, Apple went from a failing computer company to a multi-billion-dollar tech giant.
People were not simply buying into computer hardware; they were buying a concept, a movement.
Black Friday & Scarcity Marketing
With Black Friday promotions, businesses use artificial scarcity to drive customers into a frenzy.
The psychological levers used include the fear of missing out (FOMO), artificial time pressure and social proof. (large crowds and sold-out signs).
With this type of psychological marketing, consumers are not acting rationally; they are purchasing fast and acting on pure emotion.
Uber’s Surge Pricing Communication
Uber’s surge pricing model is very clever. It reframes price increases as, “high demand” shifting blame for the increase from the company to consumers.
The information given to the consumer gives the illusion of transparency while at the same time fixes the mind of the consumer on the urgency of booking now, or the price could increase even more.
This psychological technique encourages higher acceptance rates for increased prices.
How to Recognise a Psyop?
To help understand if you are the target of a psychological operation or “behavioural nudge”, there are key cues that regularly occur.
a) Emotion – This is a key and important human driver. If messages are designed to evoke fear, FOMO, anger, or moral outrage rather than careful evaluation of the information. The messaging could be using psyop techniques.
b) Pressure – If the messaging is calling for immediate action or snap decisions without proper verification of the information presented, the messaging could be using psyop techniques.
c) Selective or distorted facts – If the information is presented in an exaggerated way that is full of speculation, so much so that it is hard to come to a definitive conclusion. The messaging may be using pysop techniques.
d) Social norms – If the messaging highlights “normal behaviour'” it could indicate that the messaging is attempting to shape behaviour towards those social norms. Likewise, if the messaging aims to foster an “us versus them”, mentality it could also indicate psychological intent.
e) False signals – Social media, automated chatbots (bots) may be used to send copy-paste messaging to hundreds, even thousands of accounts. This creates the impression that the issue is more widespread than it really is.
f) Coordinated timing – Messaging on the issue may seem to magically appear at highly ‘convenient’ moments. For example, during important events, fundraising, product launches, or a regulatory milestone. This suggests strategic intent.
g) Misalignment between tone and evidence – If the messaging throws plenty of ‘mud’ or makes bold claims without supporting proof, the messaging may be using psyop techniques.
h) Repetition without clear origin – If the messaging is repeated across seemingly unrelated channels but no credible source can be identified, you may be dealing with a psyop. Anonymous accounts or “industry insiders” are common markers.
i) Authority & legitimacy – The messaging may cite high-authority figures such as scientists, doctors, government officials or others without providing counterarguments or essential proof to the claims made.
In order to protect you and your business from these tactics, critical thinking is essential.
Read this article on critical thinking:
Why It Matters?
In the digital age we live in, perception is everything. In fact, perception is now a form of currency.
Reputation affects everything, from acquiring customers to fundraising and even hiring.
For entrepreneurs, credibility is essential for survival; therefore, understanding the psychological techniques that are used to shape human behaviour is essential.
These techniques can be used not only to shape customer behaviour but also, unfortunately, to stifle your presence in the market.
Psyops can hijack strategic focus, forcing leaders into reactive mode rather than innovation and growth.
Awareness is everything.
Final thoughts
Entrepreneurs need to understand that psychological operations are not limited to military or government propaganda.
Businesses sometimes use essentially the same techniques re-labelled as “strategic communications”, “behaviour nudging” or “public persuasion”.
Psyops or “behaviour nudges” can be spotted by key indicators in the messaging, including the evoking of emotion, such as fear, FOMO, outrage or anger.
The leveraging of social norms or the use of bots to spread unverified claims is another indicator.
Unfortunately, these techniques are not just limited to attempts to increase company revenue or stifle competition.
It’s important that entrepreneurs are conscious of whether the decisions they are making are their own or if the decision has been imposed by someone else’s narrative.
Awareness is everything.
Good luck!
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