My grandparents were Italian. They understood spaghetti sauce.
Or, I should say, they each understood spaghetti sauce. To say they, together, understood the sauce would imply they in some way agreed about it. Which, ahem, they did not.
Too much garlic, not enough garlic. Yours is too spicy, yours is too sweet. You get the drift.
To me, they were both right.
Howard Moskowitz would agree. One of my favorite authors, Malcolm Gladwell, tells the story of Howard Moskowitz and how he changed the way we eat spaghetti. I'm wondering if Moskowitz's way of thinking can do the same for senior care.
But first, back to the spaghetti sauce.
It's hard to imagine now, but twenty five years ago there was one type of spaghetti sauce - a sort of thin, traditional version - made famous by the dominant brand Ragu. For thirty years food industry experts would ask focus groups what they wanted in a spaghetti sauce. And, for thirty years, people would describe the sauce they already had.
Seemed pretty simple. There was one type of spaghetti sauce and everyone loves it. Problem solved.
Not really.
Moskowitz didn't believe that there was a perfect sauce for everyone - rather there were perfects sauces for different people. As a scientist, he experimented. When given dozens of different choices, a third of the people he polled chose extra chunky.
As obvious as this may seem today, this was a major breakthrough. Over thirty years of asking people about their ideal spaghetti sauce, no one ever asked for extra chunky.
But, not because they didn't like it.
It turns out no one knew how to answer the question. As Moskowitz says, "It's like that Yiddish expression...To a worm in horseradish, the world is horseradish!" All people had ever tasted was the thin, traditional version they were used to.
They didn't have the words nor the experiences to describe a different type of sauce.
Do senior caregivers fall into the same trap?
We often say that our product is peace of mind. What we mean is that - while we may be doing tasks like bathing and dressing assistance, memory activities, transportation, etc. - what we're really doing is providing families with the peace of mind that their loved one is in good hands.
How do you describe that feeling? My suspicion is that most people describe the tasks, activities and events that they believe will lead to peace of mind. It's a practical way to describe an abstract thing.
How can we give older adults the tools they need to describe the experience they want?
If instead of asking questions, we shared senior care stories, would we get different responses?
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