If you believe a certain discourse, we live in a world of digital natives. Oh, and digital immigrants. And presumably there are also digital day-trippers, as well as trust funders on a digital gap year and people who just got a cheap last minute package deal to digital from Ceefax. (I imagine that some of these digital holidaymakers probably don’t really experience digital – they are merely little analoguers who use their sat-navs to prop up wonky table legs or use their iPads as kitchen chopping boards or… SNAP! Damn, I get through so many metaphors that way.)
Against the tide of the digitisation of classrooms, there is one analogue device that is resolute in its ubiquity: the classroom clock. Based on a 2014 study by Me, Myself & I (in which the researcher looked in a few rooms then extrapolated his observations), it is estimated that around 99% of classroom clocks are analogue. (What? Rigour? Piaget got away with this kind of research.)
I recently shopped around online for a new analogue classroom clock, and I noted a curious phenomenon in the images of the clocks for sale: almost all of the clocks and watches showed a time of 10:08. Well, a few of them showed similar times – 10:09, or 1:49, 1:51, 1:52, etc. But the picture that these times create is all very similar – the hands become an inverted chevron, as can be seen in the example above. Intrigued by this, I made a cursory search to find out why this pattern pervades. And it turns out that the thinking behind it is based on pareidolia – the psychological phenomenon which involves our tendency to see significance in randomness, most commonly occurring when we see imaginary faces in arbitrary objects. You know, like when you see a cat’s profile in a cloud or Elvis’ visage burnt into your toast or a human face when you look at George Osborne. By tapping into Carl Sagan’s claim that we are “hardwired” to see human faces, clock sellers discovered that they do more business on their wares when the clocks look like they are smiling: we are drawn towards happy-looking clocks. Thus, a clock at 10:08 is a smiling clock, and we are more likely to buy it.
Apparently, a clock face at 10:10 looks too obvious and we feel we are being conned, but 10:08 just makes us want to take home that cheerful plump face and shower it with love. So what seems arbitrary at first – setting clocks to 10:08 – is actually a thinking and purposeful approach to selling. And what is more, it makes the jobs of the salespeople easier.
Comedian Dave Gorman identified this “10:08 rule of advertising” in his show ‘Modern Life is Goodish’. But Gorman also noticed something similar in digital clocks, or at least in products with a digital time displayed. Whilst out and about in the the London Underground, he noticed an advert for an HTC phone; an advert that looked a bit like this: Notice the time that HTC choose to use when displaying their phones? In fact, if you just perform a quick image search for “HTC phones”, you’ll find that the overwhelming majority of their images show that time: Strange, isn’t it? I mean, there is no pareidolia to experience in 10:08 as written digitally, is there? It doesn’t look like a smiling face. So why do they continue to use 10:08 to sell digital timepieces? As Gorman asks, “You don’t suppose that someone in the marketing department of HTC phones actually thinks that 10:08 is just an inherently happy time, do you?”
There is an argument that 10:08 is the time that shows off the most segments in the old 7-segment digital displays: But modern phones don’t have those segments. And wouldn’t 18:08 show off more segments? It seems that such an argument is an attempt to apply some retrospective reasoning to something that has no logical origin.
No logical origin, that is, other than they are merely following a practice that has gone before: the 10:08 rule of advertising. Yet we know that the 10:08 rule only works with analogue clock faces. So to follow that rule without question seems daft. Whilst the original practice was both thinking and purposeful, continuing to use it to sell digital timepieces seems the exact opposite: it is unthinking and purposeless. And it doesn’t help the salespeople do their job. It takes the position that many organisations take: “It’s what we’ve always done. Why change it?”
It struck me that the 10:08 rule, applied in these two ways, is a good analogy for the difference between leading and managing. Selling analogue clocks using the rule is an approach that has drive and thought behind it. It is deliberate and is based in theoretical beliefs. It is relevant. It supports and aids the shared goals of both management and staff. And, what is more, it makes the job of those on the front line easier. These are all things that leaders do. They have drive, thought and beliefs behind what they do. And they make it easier for those subordinate to them to do their jobs.
Conversely, using the same rule to sell digital clocks is just following what someone else has done. There is no drive, thought or belief behind it. There is no clear relevance to it. It brings nothing to the achievement of goals. It just brings uniformity for the sake of uniformity. It makes practice just about following rules, following “what we’ve always done”. And its aim isn’t to make the job of those on the front line any easier. This is what managers do: just ensure that things are being done as they should be done.
I am inclined to say that there is a place for both leaders and managers in any organisation.
But I’d also ask anyone thinking about taking the step up the ladder, which would you want to be? And if you want to be a leader, ask yourself: What do I believe in? What is my drive? How do I ensure relevance? How can I make teachers’ jobs easier and still achieve our goals?
As I finish writing this, it is approaching 10:08pm on a Sunday night. I have to get up for work in the morning. I’ve just looked up and the clock is smiling at me. It doesn’t have to get up for work in the morning. Smug bastard.