Are You “Open” with Your Marketing Interactions?
By Alex Mandossian on September 9, 2008
The Johari Window is an important “quadrant” model named after it’s two inventors, Joseph Luft and Harry Ingham (”Jo-Hari”).
Personally, I’ve found it to be the most useful “window” of opportunity to analyze the fascinating process of human interaction, especially in business interactions between Entrepreneurs and their prospects or customers.
The Johari Window has four panes (quadrants) and divides “personal awareness” into four different classes: Open, Hidden, Blind and Unknown. The lines dividing the four panes are like window shades, which can move as an interaction progresses. In this human interaction model, each person is represented by their own window. So here’s my “not-so-brief” overview ;-)
The “Open” Quadrant
Open depicts things that both I know about myself, and that you know about me. For instance, I know you’re reading this blog post and so do you … which really makes this interaction (at this very moment) a mutually conscious human interaction.
This makes sense to you so far, right?
In an online marketing context, when a new prospect “opts-in” to your list, the size of the opening of this first quadrant is not very large, since there has been little information (or marketing intimacy) exchanged between the both of you.
But as you build rapport with your prospect utilizing autoresponder sequences, blog posts (like this one), teleseminars and other marketing communications, the window shades move down or to the right, placing more into the open window.
Fascinating, isn’t it? Just wait, it gets even more interesting…
The “Blind” Quadrant
The Blind quadrant represents things that the prospect or customer knows about you (on a personal or professional level) that you are unaware of.
For instance, this happens if you’re conducting a teleseminar and one of your students hangs-up on you because she has to pick-up her kids from school. This information is in your Blind quadrant because your student knows she’s hanging up the phone, but you don’t.
If that same student calls you up after the teleseminar and tells you she hung-up before the call was over, the window shade moves to the right, enlarging the Open quadrant’s area.
The “Hidden” Quadrant
The Hidden quadrant signifies things that you know about yourself or your marketing campaigns (in a business context) that your prospects or customers don’t know.
For instance, if you’ve intentionally withheld information about an upcoming marketing launch, this information is in the Johari Hidden quadrant. And as soon as you inform your list about the details of a forthcoming launch, you pull the window shade down, moving the information in their Hidden quadrant and automatically enlarge the Open quadrant’s area.
Here’s the interesting part: As you get to know your prospects and customers better, it’s only natural for you to feel more comfortable disclosing more intimate details about yourself, right?
In a Johari Window context, this process is called: “Self-disclosure.” In a “marketing” context, I call it “Transparency.”
Granted, it’s a little scary to be Transparent for the first time, but once you make a habit of it, you’ll discover that it’s the highest impact rapport “accelerator” of all marketing communication methods!
The “Unknown” Quadrant
The Unknown quadrant represents things that neither you know about yourself or your business, nor your prospects and customers know about you.
If you’ve even been on a public speaking stage, you’ve probably discovered how much new information can be revealed in ninety minutes, not previously known to you, or your audience.
For instance, you may be terrified to speak in front of audiences of a thousand people or more. But, if the seminar organizer creates a safe environment before, during and after you’re on stage, your speech won’t be any more daunting than speaking to a friend or colleague, one-on-one.
A situation like this almost always triggers a new awareness and personal growth, not to mention catapulting your income. (It’s easier to make six-figures from a thousand-person audience than a hundred-person audience).
In Johari Window context, the process of moving your interactions with other humans from the Hidden quadrant into the Open quadrant is synonymous with what’s often referred to in a business context as the “Win-Win” situation :-)
So What’s Your Next Step?
Studying human interaction is like the game of Othello - it’s easy to learn, but it takes a lifetime to master. So I encourage you to go back the top of this post and re-read it.
Print out the Johari Window PDF and tape it to your wall.
Understand this: Once you begin to muster the courage to become more Transparent in your personal and professional interactions, you’ll discover that the majority of your relationships (and business deals) are “Win-Win!”
I thank you for reading and I really do want to read your comments. So please utilize the “comment” box below and “interact” with me so we can broaden the Open quadrant of our Johari Window together.
Alex,
Excellent explanation and application of Johari Window to marketing. We can always rely upon you to push the envelope, expand our awareness, and give us ever-increasingly useful tools to assist us in benefitting our clients. Thanks.
Signe
Alex,
You have done a very creative synthesis of a classic social psychology concept applied to the field of marketing. I appreciate the reminder. I would also like to note that these same concepts apply in intimate relationships, too. The smaller the hidden and blind windows, the more satisfying personal relationships are. You are an extremely creative guy. Keep those ideas coming!
Dr. Beth
Thank you. Pretty interesting. Reminds me of Rich Man Poor Man’s 4 quadrants. Maybe all of life will end up being dividable like that? LOL
Alex, these concepts are so central to how we interact both online and off, that it should be obvious. But speaking for myself, I know I usually only focus on one area of the qusdrant at any given time. Maybe that’s natural.
But what I DO know is that I’d love to know more about both the Unknown and Hidden Quadrants of my markets, at any given times. Which, as you’ve been teaching all along, points up the importance to “Ask Them” — and remain in dialogue, while being as transparent as possible.
Sometimes we all need reminding about that.
Thanks for doing that today :-)
Nancy
Wow Alex, talk about sychronistic timing… I am in the process of earning my ICF certification and utilizing horses in my professional and life coaching practice.
I have recently learned how to apply the Johari Window with my clients. It’s fascinating to guide others to peek through the Johari Window for(at)themselves.
When I saw the title of your post I couldn’t wait to read how you were applying it.
~Brilliant~
Interesting post Alex!
Interesting. I relate this to myself which tends to be a vert open person. my friend once describes me as, turn on the tap, the thoughts simply flow out like the water..
Transparency however is challenged in the context of business when one is being abused.. where does one draw the line?
i often asked if 100 percent integrity or transparency is the way to go.. very often when you hold on to this principal, you need to be there to defend on your own..
One the other hand, many are unable to adopt the 100 percent transparency. the one who can hold it does not leave in fear and actually has a very strong USP..
Alex,
Great tip using the window! When we give True Colors training we take participants through the 4 windows as a natural learning process.
In addition, we often find the best ideas for our business in the fourth window - uncovering the sales tactic that “we didn’t know we didn’t know”.
Matt
http://www.PositivelyMary.com
Hi Alex-
Transparency for me simply means the “trust” factor. Trust establishes confidence and faith in the relationship (person/company/service). It was interesting to read this blog as I recently experienced an “adverse” re-action where someone I trusted as my marketing consultant,paid to attend an event to promote my product, decided to promote their product alongside totally confusing the audience attending about who represented which product. I was in the “blind” quadrant unaware this was happening until someone asked in confusion. Left a very bad taste in my mouth, will I use the services of this consultant again???
Being transparent builds trust…..once you lose trust it will be very hard to build it up again.
A customer will be more forgiving of the truth than to lose faith in your service or product altogether if things were hidden from them.
Elizabeth
we all hate talking with robots & bots of every kind.
sometimes even our casual bantering style comes thru as excessively forced, canned, glitsy and (since about every marketer has now learned the techniques) undifferentiable from bot utterances, maybe cleverly designed, but still not real, warm human but more like the shills of a circus barker or crowd-rabbler.
Carefully and disingenuously offered, that real human disclosure that assumes others have longed for someone to express the deeply personal thing they hesitate to entrust to print, breaks down the barriers.
Great article Alex,
I find transparency to be a great help in business.
Ron
The four panes of the window, taken as a whole, can be a bit intimidating. However, getting to the ever famous “bottom line”, takes out all the confusion. Be real, be yourself, and be transparent is a much easier concept to quickly grasp.
Interesting spin on the know, like, and trust paradigm. The more Open and Transparent, the more know, like and trust.
Sorry Alex, but even though I’ve been a fan of yours for years and only intelligent information ever comes from your lips (and fingertips), this particular post is a lot of bunk. Ridiculous waste of my reading time.
- Janet
This is fantastic insight and an awesome marketing “lens” on the Johari window. I’ve seen the Johari window used to train advanced leadership concepts, sales strategies, wealth building topics, etc. The key is exactly what Alex says — get to total transparency and you get to total rapport. If people are in the know about what you’re doing and why, it’s huge. This concept alone helped my seminar page perform much better. When I told people WHY I was doing what I was doing (holding this seminar in a big top circus tent), suddenly optins and sales went way up. I even shared a little more about my personal story and pointed a few things out about themselves they might not have known, moving through the Johari window in subtle ways (though I didn’t even know I was doing that until I read Alex’s post). Key point: get transparent and you’ll get sales.
Alex,
Once again you’ve provided a very thought-provoking post. Your interpretation of the “Johari Window” is very interesting. I find that this approach to marketing arms the readers with a tool that should produce a “pause” in one’s own practices, in an effort to tweak, enhance, or modify one’s Adcopy, or other marketing materials.
Thanks again for a great post!
Dr. Mike
Alex
Thanks for this. This is a great model! How come I always seem to get the exact piece of information I need at any given moment from you?!
Caitriona Reed
http://www.manzanitavillage.org
Nice post - It opens the doors and windows to the marketer who may not be sure of the exact process going on with their customer. Insightful process for anyone wanting to carry the transparency to the top level of their business.
Thanks
Chris
It was great to see you again this weekend Alex, and even nicer that it was in Toronto.
I would add that when one attends live events to meet marketers such as yourself, we the consumers broaden the open quadrant / window / opportunity for you the marketer to see into our mindset through our feedback such as in conversations, the “open rate” of accepting the offers from the stage, and with insightful marketers such as yourself when you enter into dialogue with the audience, reading it masterfully, and guiding the dialogue based upon that feedback.
Further, when the consumer, becomes the student and enters into a dialogue with the marketer as their student, perhaps we add windows ;-) allowing the dialogue to deepen…
It has been our experience that your form of marketing transparency builds a bond quicker and that marketing intimacy increases exponentially as a result.
In the context of the live event this accelerates at a phenomenal rate, if AND only if the attendee makes the effort to consume and assimilate the information offered, and gives GREAT feedback, be it critical or praise.
Finally, as you have said so many times: “I am also the student”. It is this uncanny ability that you have to identify and appreciate that even the student can in certain contexts be the teacher, that has created for you a very loyal alumni and following.
It’s a model many can learn and profit from.
Till the next time…
Danny / Heidi
Brilliant concept Alex. Learned and applied it a long time ago in another field and would never even have thought of applying it to Internet Marketing.
Just goes to show, you’re never too old to learn.
Alex,
Thank you for this insightful post. Classic stuff. I support the need for shining the light on our blind spots and bringing more and more into our shared awareness.
As I read this post I found myself applying the quadrants to a book… in writing my last book I sought to greatly increase the Open area for the readers, bringing into their (our collective) awareness things which had been previously hidden, blind or unknown to them. And in the process of compiling I learned much by revealing my own quadrants, including things that remained Unknown.
It’s one giant exercise in transparency–at least for me. Certainly there are many “experts” out there who can not tolerate the idea of revealing and for whom most readers / followers would not want any part of the full graphic show of seeing through the cloak.
Me, I’m with you… it’s just easier and more fun to be real.
Rock on…
Shawn
I use the Johari Window as part of my course on communications and I think it is a great way to explain how self-disclosure leads to more open communication and better relationships. I encourage my students to “draw” their windows for different relationships and it soon becomes apparent why some relationships are closer and more intimate than others.
I also design, develop, and promote classes to the community and have never thought about using the Johari Window model in this context….thanks! Now, I have some work to do - Mary
Alex,
Thank you for this cutting edge and valuable isight. It is a clear and simple model and so elegantly described by you. This is not only a great tool for us in business but personal interactions too.
Columbia Jones
This will definitely be useful Alex. Thank you for this post as always it is one of the highlights of my day to see the information that you share with us.
WOW! This is powerful and could be its own 3 day seminar!
I will re-read this at least 20 times, as there is so much content and valuable lessons to be learned.
Thanks Alex “The Man”dossian!
To us it created a clear picture of how being more open (perhaps more vulnerable)can allow one to grow in their business, and personally too!
Creating more open relationships… moving towards more win-win in our lives is huge. We don’t feel anyone can really grow or be successful if they don’t enable others to succeed.
– Pat & Lorna
http://www.PatAndLorna.com
Hi Alex,
Fantastic Information! I agree with you, in that giving your students transparency will allow you and them to build faster rapport and marketing intimacy so that you become “real” to them. It is so essential in this day and age to have communication tools that follow up with your students and allow them to continue their education with you.
As always thanks for the insight of the Johari Window.
Jason Manwill
http://www.jasonmanwill.com
Alex,
Thank you for the insight into Johari Window.
Regards,
Warren Wandling
Cheers Alex, That was an awesome read.
Thanks Gerard.
Wow, Alex, you are always introducing exciting and interesting (and head spinning) concepts. I’m going to have to digest this for awhile, but its fascinating…
I am very grateful to see this blog. In the world of business coaching “being transparent” is a key ingredient to being an effective leader and developing business cultures that have a more productive team. But, I never thought about the value it brings to dealing with your potential customers withing the marketing arena. This should not have been a blind spot, but it was. Thanks
That was a nice post, Alex, and your vibe is always inspiring. It requires a clear purpose and a stand-up personality for the ‘transparency’ not to seem cheap or obsequious. Fortunately the internet is not TV and never will be. The kind of relationship that can be engendered is unique to this medium, and it’s cool how many options are available, and how it does create a global village.
Your post on this Johari window brings these things to mind.
Thanks for sharing great information as always an inspiration. i’m loving the marketing knowledge and skills I learn from you.
When I first learned the Johari principles, multiple lights went on. Relationships are destined to fail if people don’t acknowledge that they may even have a ‘blind quadrant’. That’s where many answers lie - open up to the possibility that you need to learn how others see you in that quadrant.
The most vehement protestors are most in need, I suspect.
Hi Alex,
great article, and excellent application of the Johari Window concept to marketing.
It’s a excellent way to help us visualize and quantify how we navigate between our need to be known and our need for privacy (the balance between which varies greatly from person to person), and how pushing ourselves to greater openness affects not only our relationships but also our bottom line.
Thanks!
Thanks Alex,
My friends and family think I’m very transparent and easy to read, but in marketing I think you acquire transparency with experience.
The unknown holds us back and keeps the open quadrant smaller, but once we begin to develop a relationship with our customers and become more at ease with our own marketing know-how, we allow ourselves to become more transparent and the open quadrant naturally enlarges.
I hadn’t heard of the Johari Window before this, however I’m sure it’s discussed in one of those self improvement books I own that’s accumulating dust on my bookshelf.
Thanks for the insight,
Jane
http://yyournichetemplates.com/adsense
Great explanation of the JoHari Window! Show the importantance and value of self disclosure and also the value of asking for, and receiving, feedback to reach your optimum potential.
Something that you, Alex, model so well!
I use the Johari Window when talking about the importance of self-disclosure in effective communication. If you’re going to achieve a “common union” with the person you are attempting to communnicate with, you’re going to have to take some risks and open yourself to them. The more each person knows about the other, the easier it is to find common terms and interests to share your ideas and needs.
I hadn’t thought of that as a marketing skill, but now that transparency has been put in my own terms of openness, I understand better, and I feel a little less intimidated by the idea of marketing. Thank you.
Like so many four-part matrices, it’s fascinating. I see a particular parallel between this matrix and the “competence ladder”
Unconscious incompetence
Conscious incompetence
Conscious competence
Unconscious competence
The transparency part is key–something I’ve talked about for years, as you remember, I’m sure, Alex. It’s a central tenet of my award-winning sixth book, Principled Profit: Marketing That Puts People First.
Keep up with the thought-provoking articles!
Thanks, Alex. I find your information very helpful as I contimue to explore our potential.
Thanks Peter.
as always i love your insight….
I love the juxtoposition of the window and the shade … how true, enigmatic and even seductive. Makes me think there are ninjas in the blind and hidden quadrants and samurais in the open and the unknown … at least in my mind!
Hi Alex!
Thanks for relating this to marketing so clearly. I’ve taught a version of this in diversity communication courses and it’s quite an eye opener for most people once they grasp it. It shifts perspective and helps them see that in reality they’re more likely to get along with others if they share themselves or ask awkward questions to get to know someone than when they don’t, thinking they’ll “offend” them. It’s easier to forgive when you can relate and better to ask than to assume about others. :)
Cheers and all my best!
Gina
Never heard of this before! Very interesting and useful for an entrepreneur like me. Can I use this post in a newsletter for the Business Women’s Network (http://www.MVBWN.org)? I’ll definitely make mention of this on my blog and Twitter… thanks for teaching me something today!
V-
Hi, Alex!
Thank you for sharing your unique application of the Johari window.
I’ve seen this used in the corporate world; your technique is refreshing.
As Brendon Burchard said, “This is fantastic insight and an awesome marketing “lens”…
Now, I’m prepared to share my WHY.
By the way, I heard Brendon’s personal story at Ken McArthur’s IMPACT event in Philly recently, and you are both spot on. The why makes a difference.
I didn’t realize it until I read your post, Alex, but your key points align with Brendon’s transparency & impact.
I downloaded your map and posted it in my library tonight.
Regards,
Cheri (DC)
p.s. Looking forward to more gems from you, Alex.
At last this explains Donald Rumsfeld’s ramblings about known unknowns and the like. It was always obvious to English eyes that the man was incompetent but we always wondered how he had the wit to make it all up - now it seems he must have read about Johari windows.
As for transparency, it’s a good idea to divulge things that you know - even when you can see no particular purpose in doing so - because something else always comes back. Or so I’ve found.
Like a SWOT but with new dimensions.
Very cool! Thanks Alex =)
Great post and love the concept. Transparency scary but definitely the way to go.
Rich
Hi Alex,
I learn about the Johari Window in a seminar but it was very brief, you have explained it very clearly. For sometime, I was quite reluctant to “expose” more of myself on the internet and my social network profiles has very limited personal detail. I think like you have said, to gain the trust of our customers we need to be “transparent” and this is the only way moving from “hidden” to “open” we have to be open ourself first.
Thanks for a great article
Alex,
Once again your deep perception on Marketing OPENS another window for all of us. Initially as I was reading the post I felt ye, so what, that’s how it is, this is not new (the concept you are describing) so what’s the big deal?
The BIG DEAL is that you have simplified a process that all of us in the market out there must be aware of. We must know the dance to convert someone from a suspect, to a prospect, to a customer, to the ultimate win win which is a CLIENT.
And yes when someone is a client there has to be transparency both ways. As a mortgage advisor people have to financially “undress” in front of me. This is the way that I can serve them best.
So many times at the office I hear people frustrated with their prospects and now I know why. THEY ARE STUCK IN THE BLIND. And they don’t even know why the transaction went south. I will surly share this one with them.
I will be more intentional with my communications,
Many thanks Alex.
And to all much continued success,
http://www.loans-4-u.com
Bio http://www.MeetRacheli.com
http://www.yourmortgagecafe.com
Mastery as always.
Alex has positioned himself in a sphere which he only produces value for his listening audience.
much gratitude!
This is n idea I had not seen before; even after reading the post twice, I am not clear about it. Reading the comments, it seems many people got it and found it worthwhile, so I will reread it several more times.
I have a comment on Gan Silin’s comment though: you mention wondering if 100% integrity is the way to go; I think if your business model has less than 100% integrity, it has no integrity. You either do what is right, or you don’t, there is no “almost” integrity.
I find it interesting that there are sooo many readers eager to pat you on the back on this one. I don’t see how anyone got something useful and practical from this post.
I’m with Janet, this was a wasted read! Another pseudo-psycho babble. It’s an attempt to make the simple into something complex.
Here’s a simpler concept: it’s called the A-R-C triangle
A= affinity = liking or not liking someone (or some thing)
R=reality = agreement or no agreement as to what is real
C=communication = ideas going two ways (if ideas are not received there is less A&R)
To greater or lesser degrees these 3 factors bring Understanding when these are increased and less Understanding when they are diminished.
The most important factor of the three is Communication. Increase or decrease the communication (or A or R)and the other two factors automatically follow which results in either greater or lesser Understanding.
This is so much simpler than what you just tossed out.
So you might say that I have little or no Reality or Affinity for Johari because very little of your Communication was received by me. Johari is just too complex.
This is simpler: A+R+C = Understanding
And that is what we all want, to Understand.
Now, if you like this simple concept then we have some Affinity and if you agree with what I’ve said we have some shared Reality and this only happened because I Communicated that Johari is just too complex.
Hi Alex,
Although I have heard of the Johari window as my background is psychology, I LOVE how you have applied that to marketing. Your posts are always mind expanding. ;-)
Bill, I’m sorry you feel this post is “psycho babble” … if you took time to post that, then I’m assuming you have no reason to return. Best of success.
Sadly, your comment on A+R+C = Understanding was was confusing and become even more confusing after my second read through. It may make sense for you to share your wisdom with someone else who appreciates and understands your point.
- Alex
Janet, again I’m sorry (as I mentioned to Bill above) that you feel this post “is a lot of bunk … and a ridiculous waste of my reading time.” It may be time for you to move on :-)
Thanks for your candor and honesty and if you decide to post again - supportive or critical - I will publish it … as I have this one.
- Alex
I do like the way Alex related the JoHari window to marketing. Yes, I remember that from my Psychology classes. I also especially like Edward Dumchas’s comments on integrity. Right on, Edward!
Alex, maybe integrity is a subject for another post soon? I’m not sure Gan Silin was clearly distinguishing between “integrity” and “transparency,” but maybe i’m reading too much into it…
Dorothy
Great post. When you transition from Corporate America to a business owner, it is a challenge to move to open quadrant. However I do agree that you will attract perfect customers when you are in open quadrant.
Hi Alex
We studied and used this concept in my former life as a marriage and family therapist, yet you have delivered the best “actionable explanation” I’ve seen.
Thanks
Jeff Herring
http://www.GreatArticleMarketingBlog.com
I love the way you always nail down important aspects of marketing, Alex. This window has often been neglected and should be taken into considerations in any promotional/sales campaign. LOVE IT!