We've all fallen victim to or been perpetrator of the classic dating power play – waiting just a few days longer before calling. But this tactic can teach companies a thing or two on how they should be dealing with their customers, especially in light of Verizon (VZ) and Bank of America's (BAC) relatively recent fee fiascos.
The "principle of least interest," developed by sociologist Willard Willer from his studies of dating relationships among college undergraduates in the early 20th century, explains that how we feel about a relationship with another person depends on our perceptions of fairness or level of investment in that relationship. The party who holds the most power in that relationship is the one who is (or appears) least invested or interested. The power of "least interest" stems from an ability to exploit that difference in interest during various interactions, ranging from negotiations over the purchase of something desirable, to convincing your boss to give you a raise, to landing a date for Saturday night.
It may not sound surprising to suggest that most of us jockey for power in our business and personal relationships. The real insight comes from understanding the patterns of behavior that we fall into while pursuing the power of "least interest."
In a study I did on high-need-for-achievement personalities, my team and I observed over and over how these driven individuals sabotage their own relationships at work in their reaction to perceived asymmetries with others. Feelings of inequity in relationships cause us to act out in ways that only exacerbate the problem, and can create destructive cycles that are hard to break.
The downward spiral looks something like this: A person perceives that his subordinate, partner, spouse, boss, or some other party has less interest in a relationship. He may begin to act out in reaction to the imbalance -- pouting or getting unnecessarily angry over small incidents, becoming more critical of others at work and at home -- as his emotional fuse grows increasingly short.
He may fight fire with fire, distancing himself in those relationships in an attempt to regain power and control through expressing less interest. These tactics trigger a similar reaction from the other person, resulting in a self-reinforcing loop of distrust and misunderstanding.
Rather than having a difficult but necessary conversation to identify and resolve the issues at hand, these individuals fear that nothing can be done to get them back in favor and simply continue the cycle in the vain hope that things will somehow balance out. Instead of first reflecting on his own anxieties and insecurities, the individual lashes out at others, placing the blame for the foundering relationship on them.
The power of least interest can cause people to cloak themselves in indifference rather than take the effort and the risks needed to build relationships based on trust. Escaping these zero-sum power games requires a willingness to be vulnerable and honest with yourself and others, to recognize and manage power imbalances while not allowing them to consume you. This is a tall but critical order in a world where our physical and virtual connections to others (and their associated power dynamics) are only growing more complicated.
