THINKER'S ALMANAC - November 27

How did a journalistic error lead to the establishment of the Nobel Prizes?

Subject: Credibility - Nobel Prizes and The Sinatra Test

Event:  Nobel Prizes established, 1895

As was the case for Nobel's own invention of dynamite, the uses that are made of increased knowledge can serve both beneficial and potentially harmful ends. Increased knowledge clearly implies increased responsibility. -Nicolaas Bloembergen, winner of the Nobel Prize in Physics, 1981

On this day in 1895, approximately one year before his death, Alfred Nobel, the inventor of dynamite, signed his will, which left most of his wealth to the establishment of the Nobel Prizes.

The inspiration for Nobel’s will came seven years earlier when a French newspaper mistakenly reported his death.  In truth, it was Alfred’s brother Ludvig who had died.  Obviously, reports of Alfred’s death had been greatly exaggerated; however, it was one stinging line in the obituary that made Alfred ponder his legacy:  “Dr. Alfred Nobel, who became rich by finding ways to kill more people faster than ever before, died yesterday.”

After his death on December 10, 1896, many were surprised to learn that Alfred had left the bulk of his fortune to establish an annual prize in physics, chemistry, medicine, literature, and peace.  Nobel’s family contested the will, but the will’s executors nevertheless went to work to form the Nobel Foundation, which would manage the financial assets and coordinate the process for awarding the prizes.

As a new century dawned in 1901, the prizes were first awarded in Stockholm, Sweden; the Peace Prize ceremony was held in Oslo, Norway.

Initially the awards drew attention because of the enormous cash prize which was awarded to winners, an amount that was equivalent to about twenty times the salary of a typical scientist.  Over time, however, the Nobel Prizes became the most universally recognized, most prestigious award in the world for scientists, writers, doctors, politicians, and economists (A Nobel Prize in Economics was added in 1968) (1).

There is no Nobel Prize awarded for singing, but if there were, no doubt, Frank Sinatra would have won it long ago.  In the classic song, “New York, New York,” Sinatra sings about the Big Apple:  “If I can make it there, I’ll make it anywhere.”  In other words, the litmus test for any performer is to make it in New York City.

In the world of persuasion, this idea has become known as the Sinatra Test:  one powerfully, compelling, and detailed example that awards its author instant credibility.  We might also call it the Nobel Test, for there is no higher standard that a speaker or writer can appeal to for credibility than a reference to a Nobel Prize winner in science, medicine, literature, finance, or politics.  To pass the Sinatra Test, think about the claim you are making; then, think about your audience.  Is there some reference, association, or example that you can give that would cover your claim with unimpeachable credibility?

                                                Frank Sinatra - Image by S K from Pixabay 

For example, in the 1960s one common marketing tactic was to tie a product to the NASA space program, the gold standard for adventurous exploration.

Omega Speedmaster watches passed the Sinatra Test with flying colors by being the watch that traveled to the moon and back on the wrists of NASA astronauts.   And even when the watch didn’t make it to the Moon, as in the ill-fated Apollo 13 mission, the Speedmaster watch still gained prestige by being the watch that astronauts used to time a 14-second engine burn, which allowed the lunar module to align itself on the correct trajectory for returning to Earth  (See  THINKER’S ALMANAC - April 13).

Recall, Retrieve, Recite, Ruminate, Reflect, Reason:  What is the Sinatra Test, and how is it useful for being more persuasive as a writer or speaker?

Challenge - How I Won The Prize:  Do some research on individuals who have won the Nobel Prize. Identify one who you find interesting.  Summarize the background of how they earned the Nobel Prize.

Sources:

1-Alfred Nobel – his life and work. NobelPrize.org. Nobel Prize Outreach AB 2021. Sun. 11 Jul 2021.

2-Heath, Chip and Dan Heath.  Made To Stick:  Why Some Ideas Die and Others Survive.  New York:  Random House, 2007.

3 -Olson, Alexandra, “50 years later, the moon is still great for business.” ABC News 23 June, 2019.