The Pheromone Test
A 2x2 framework mapping signals by Cost (how expensive/risky is this action) and Authenticity (is this signal hard to fake).
A 2x2 framework mapping signals by Cost (how expensive/risky) and Authenticity (how hard to fake). Like pheromones in nature that can't be faked because they're metabolically expensive, this test reveals which organizational signals customers and employees actually trust.
When to Use The Pheromone Test
Use when evaluating whether signals are trustworthy - like insects distinguishing real pheromones from fakes, this test reveals which signals are backed by costly commitment vs. cheap talk.
How to Apply
Map Current Signals
List your organization's major signals (policies, actions, communications). Assess each on cost and authenticity dimensions.
Questions to Ask
- How expensive/risky is this signal to produce?
- Could a competitor easily fake this signal?
- Is it backed by structural commitment?
Outputs
- Signal inventory with quadrant placement
Identify Quadrant Position
Place each signal in one of four quadrants: Trusted (high cost + high authenticity), Weak (low cost + high authenticity), Cheap Talk (low cost + low authenticity), Wasteful (high cost + low authenticity).
Outputs
- Quadrant map of organizational signals
Plan Migration Path
For signals in Cheap Talk or Wasteful quadrants, identify structural changes that would move them to Trusted quadrant.
Questions to Ask
- What structural change would make this signal costly to fake?
- What commitment would prove authenticity?
Outputs
- Migration plan for key signals