Wednesday, December 19, 2012

Musings about Fear

Last week I finished reading Michelle Shephard's book, 'Decade of Fear'. While the principle concern of this writer is illuminating terrorism and the terrorists who operated in this 'grey world' during the decade since 9/11, the book caused me to examine my thoughts about fear itself.

It is certain that 9/11 plunged us all into a sea of mistrust and uncertainty, it is also true that fear was used by governments in the free world to eliminate or at least bracket aspects of the freedoms we as individuals had formerly enjoyed. Military spending, the commitment of troops and other resources as well as the development of new weapons and defense systems couldn't have happened during this decade without an investment of capital and the realignment of resources that was driven by 'fear'.

Tonight I listened as the President of the United States outlined a plan to re-examine gun laws in that country.  Of course, he is responding to the widespread emotion and fear generated by the killings in 'Newtown, Connecticut'.  The fear of such an event occurring again is very useful in this case. It may purchase a new era and culture for guns and gun controls in America.

Around the world since 2008, the unintended consequences of greed, deregulation and failed economic policy has created fears that undermine confidence, the underpinning of thriving economic conditions.  Tonight the evening news brings the story of UPS, a Swiss bank, who among others it seems, have manipulated interest and exchange rates for their own benefit. So do we now mistrust and fear the very banks who must enjoy our confidence to maintain operations? What is likely to be this cost and who will pay? I fear it may be us the depositor and consumer of bank services.

Turning to marketing and brands, my area of expertise, fear has often been used by marketing to sell services that mitigate loss or to maintain brand loyalty. However, in this domain fear is now a less useful strategy because of social media and the ability of the modern influencer to distribute sentiment that will mitigate the fears a consumer may have of an inferior product, a higher price or a lack of after sale service and support.

Finally, looking to personal matters, the use of fear (the fear of eternal damnation) has been useful to assist  religious organizations in their work of redemption. Which brings me toward a final fear (the fear associated with death). Several years ago I spent time with a dying cousin who talked to me about his fears just weeks before he left us. It may surprise you to know, he didn't fear death.  In fact, his only concern was that he might die well. Upon further reflection and dialogue I came to understand this final fear. He feared losing his ability to maintain a consistent faith, to handle the pain that might come his way and to continue to merit the trust and affection of his wife and children. In fact, I suspect  this last element of fear kept him alive until conditions prevailed for him to die well.

Taking all of this into consideration I wonder if we should understand fear as a currency. A currency that while it may purchase less today than it did before the decade past. A currency that is can be created using a real or imagined protagonist. A currency that is invested in the activities of those who use fear (terrorism, risk mitigation, etc.) as well as ultimately by those who defend the lifestyle, freedoms and values we fear to lose.

Many thanks Michelle, for good writing and for autographing this book. Much thanks Mike Dover, for being a friend and for thinking  I would benefit from the read. I am afraid my musings may have taken thoughts about fear to a different place than you imagined.


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