How to Coach Yourself and Others Beware of Manipulation | Page 138

31. Comparing Apples to Oranges
When someone diverts attention away from the topic of discussion to a totally new (but vaguely
related) topic in an effort to persuade you.
Example:
“So you don’t think green energy is a top priority right now with the current state of the economy.
Well, we all saw what happened with the Gulf of Mexico oil disaster in 2010. Is that what you want?
You want to see innocent sea creatures covered with oil? Then go ahead then, vote against the green
energy bill this year.”
Yet, comparing apples to oranges is not always used for manipulation, as we can learn from Mike
Brown’s article below:
Source: Creative Thinking Skills – Mike Brown: http://brainzooming.com/creative-thinking-skillscomparing-apples-and-oranges-7-ways/15057/
At a recent Brainzooming client creative thinking session, the company’s Chief Operating Officer told
a story about seeing a car with both an anti-corporation bumper sticker and an Apple logo on it. His
point was how interesting it is that Apple had transcended being a huge, very profitable corporation by
the car owner.
His story made me blurt out, “Did you hear about the Harvard Business Review journalist who wrote a
very thorough comparison between the innovation styles of Steve Jobs and the management team at
Sunkist? He was widely criticized for comparing Apple and oranges!”
Feel free to insert your guffaws here! When we get brains zooming (even our own), who knows what
types of connections will be made?
Comparing Apples and Oranges
“Comparing apples and oranges” ranks with “think outside the box” as one of my least favorite
business jargon phrases. “Comparing apples and oranges” is typically used by a strategic dolt to shut
down creative thinking and obscure connections that may very naturally exist between two or more
things.
Apples and oranges actually have MANY things in common. Even though they aren’t identical on the
surface, there are multiple strategic and creative comparisons to be made about their similarities and
differences.
In fact, considering ways of comparing apples and oranges can help your creative thinking skills. Next
time a strategic dolt tries to get in the way of your creative thinking by saying you’re comparing apples
and oranges, remember these ways the two fruits (or anything you’re examining that may seem
unrelated) can be compared:
1. Apples and oranges move through comparable PROCESSES
The supply chain bringing apples and oranges together at a grocery store or fruit stand for sale is
obviously a point of comparison. When you’re comparing potentially disparate things, look for
comparable processes they each experience.
2. Apples and oranges are SUBSTITUTES for one another
Since both apples and oranges satisfy the need for food, in general, and fruit, specifically, they serve as
potential SUBSTITUTES for one another. As you look at potentially dissimilar items, consider how
they might meet the same or related needs.

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