Daily Archives: September 24, 2020

FUD

I spent almost a decade working for a major medical equipment manufacturer. that made and sold products like CT and MRI scanners. These came with price tags in the millions of dollars, so competition was fierce, and customers wanted to make the best possible decision as to the best product.

Our most significant competitor was General Electric whose products were very good. Picker International, the company I worked for, would often be the first to introduce new technology. We used to joke that sometimes that the leading edge was actually the “bleeding edge.” GE might have lagged behind, but by doing so, they were able to observe and then develop a competitive, yet more mature product.

One of the sales tactics we often faced was referred to as FUD–Fear, Uncertainty, and Doubt. Competitors would ask customers if they were sure that the new technology would work. What if this or what if that? Our biggest competitor could end their sales pitch with the following statement:

No one ever got fired for buying GE.

The statement was true. However, I don’t know of any case in which someone got fired for buying a GE competitor. Nevertheless, this the argument carried a lot of weight and was difficult to counter because it is impossible to prove or disprove a negative.

FUD is a powerful persuader that is not dependent on specific, proven facts.

Now that you know what FUD is, look for it in today’s political rhetoric