The burden of proof is a moving target
Normally, the burden of proof falls on those making the claim, whatever the claim may be. Of course, I have seen even this simple principle of rhetoric wrongly used against those with unpopular beliefs. Christians, for instance, are widely assumed (at least on the Net) to be about converting everyone else, even when they apply their beliefs and requirements only to themselves. These folks are often shouted down by people who think themselves enlightened for shouting. People who are otherwise thoughtful and analytical fall all over themselves to throw the "burden of proof" at bystanders who are willing to admit to having unpopular beliefs.But that's a digression.
The entrepreneur recognizes the burden of proof in trying to sell a new product or service. We must convince an audience of potential customers that (a) they need what we're selling and (b) they want us to sell it to them. But the burden of proof is (sometimes wrongly) thrown back at us by dissatisfied customers. They say our product or service is bad, or even just that we suck, and they aren't required to prove it. WE are required to prove we don't suck instead. Doing business with the public is about perception. If we're perceived as nonresponsive to customers, we are until be prove we're not. Again, the simplest principles of rhetoric fail sometimes in the face of human behavior.
This is why some companies ignore customers who squawk. We figure maybe they'll go away after their spleens are vented. Of course, once again the Internet has made even this a risky proposition. That's why the best advice I can give the young entrepreneur about the "burden of proof" is to have everyone in the company be responsible for customer service, and that our responsibilities in that role include listening -- even when the burden of proof is wrongly thrown at us -- and doing the best we can to act on what we hear.
Labels: rhetoric
posted by Ron @ 2:13 PM
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