The Pickle

Charles Jacobs
Aug 9, 2017 · 2 min read

Years ago while teaching at a notably undistinguished college, I lived in a pristine New England village that hadn’t changed much since colonial times. But at the time, the town was wracked with a controversy that split its residents into two opposing camps.

Developers proposed building high density housing along side an abandoned ski area on the outskirts of the town. Half of the town was in favor because of the promised economic benefit, while the other half was opposed because of what they feared it would do to the quality of life.

A town hall meeting was held to decide the question. The developers were up first and they presented a compelling case, complete with architectural renderings of a design that harmonized nicely with the surrounding woodlands and detailed financials that promised a windfall to the town’s residents.

When they finished, the moderator called for comments, but the room was completely silent. Those in favor of the development felt they had won and there no more to say, while those opposed felt there was no way they could counter the developers’ argument.

But after a few moments, an old yankee stood up in the back of the room. With that sing-song New England accent, he said, “I don’t know nothing about all these numbers and you do seem like nice fellas to me, but your proposal reminds me of a friend that always had to have a pickle with his lunch.

“He’d take a bite of the sandwich and then one of the pickle. Then another of the sandwich and another of the pickle. Because it was only when he had finished both that he felt satisfied.” The yankee paused for a moment and then wound up his speech with, “Gentlemen, you’re asking for one hell of a big pickle.”

Again, the room fell silent because no one understood what he had just said. But then there was a little laughter in the back that spread and spread until a roar filled the hall as people got the message.

Certainly, the laughter was, in part, occasioned by comparing a multi-million dollar development to a rather silly food. But “a pickle” also refers to a difficult situation. For the rest of the meeting, the development was referred to as “one hell of a big pickle,” and when a vote was called for at the end, the proposed development was defeated.

The fact that the developers’ vast resources were beaten by a simple literary ornament, a metaphor, illustrates a fundamental tenet of neuroscience: our reality is defined by what’s in our minds. On a more practical level, a compelling story is the best way to change minds and the decision-making they drive.

Charles Jacobs

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