With school now in session, including for two of my children, parents are once again aware of the influences technology has on their children’s success (or failure) in the classroom.

That’s one reason why a recent report out of the UK is gaining some media traction, and has been reflected by other studies in the US. The study reported that students who use Facebook while studying have grades 20 percent lower than those who do not.


The conclusion is that today’s youth are no better at multi-tasking than their parents, we should keep them focused on the task at hand and reduce social networking.

While I agree multi-tasking is a myth, the reason why the grades are lower is more directly related to belief systems than Facebook. In order for Facebook to be a distraction to those students, they have to believe social networking is more important than schoolwork. Otherwise, why would they be distracted?

Therefore, Facebook isn’t the problem. It could be anything that distracts them if they deem it more important to them than their studying.

I bring this up because it’s another example of how precepts, what you believe about yourself and the world, drive behavior and even predict it. In brand, we align brands with the most emotional precepts in the market so target audiences will see themselves in the brand and covet being a part of it.

To get there, though, you have see precepts driving all the behavior around you. Think about what belief system is driving behavior in any situation – even if it’s a new study drawing its own, probably misguided, conclusions – and the world becomes a more understandable place with solutions that treat the cause and not just the symptom.

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