FUD

Fear. Uncertainty. Doubt. FUD. The unnerving trifecta all wrapped up into one neat little package. The term gained popularity in the business world in the 1970’s as a way to discredit competitors. It was (and still is) used as a manipulative sales and marketing tactic to convince a customer why they don’t want to buy a competitor’s product. The idea is to create a sense of fear, uncertainty, and doubt in the customer’s mind that can only be alleviated if they buy the product the sales team is pushing.

But the controlling power of FUD is intoxicating. Why limit it to the business arena? Politicians (and political parties) wield FUD regularly like a weapon (“if you vote for my opponent, you’re voting for traitorous ideas” or “if you support party X, you’re not a patriot”).

And, of course, FUD has found its way into our personal lives as well. Sometimes in our relationships (for example, an abuser using coercive techniques to control a partner).

And sometimes, we manufacture our own FUD. Trying to learn something new and have a set back? Hello, FUD. Lose a job? Good to see you again, FUD. Didn’t get the grade you’d like a on a test? Well, FUD.  

The psychology of FUD creates a sense of paralysis and panic. It can force us to make irrational or illogical decisions. It can force us to stagnate. It can force us to question our self-worth. There is certainly a danger to languishing in FUD for extended periods.

But here are three things I’ve learned about FUD in my time on this planet.

1. FUD is a very normal, human reaction to many different types of situations – from how businesses and politicians try to manipulate us, to how personal relationships might try to influence us, and even how we create and manufacture our own worst-case scenarios.

2. Once FUD is recognized, it loses much of its power. Once we realize we’re swirling in the trifecta of fear, uncertainty, and doubt, it’s much easier to move beyond the confines of FUD. We know it for what it is – a normal reaction to an unpleasant situation – and can bundle it up and move it aside (or into our sphere of control).  

3. Moving FUD into our sphere of control is empowering. It allows us to be the architects of our reactions and responses instead of being controlled by an outside force.

Do all of these notions take work? Of course. But doing so keeps us from stagnating and becoming immobile. It puts us back on a dynamic path that allows us to adjust, pivot, and continue moving forward.

Until next week.

Andy

(All written content created the old-fashioned way.)