Communication, WD0

The Curse of Knowledge

“Once we know something, we find it hard to imagine what it was like not to know it… it becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind” (MTS)

Breaking the Curse of Knowledge

1. Get your audience to listen
2. Help your audience understand

Velcro Theory of Memory: “Your brain hosts a truly staggering number of loops. The more hooks an idea has, the better it will cling to memory” (MTS)

Simple and Concrete

What is a pomelo?

1. The largest citrus fruit. Has a thick soft rind. Light yellow to pink flesh and can be juicy, sweet and tart
2. Like a supersized grapefruit with a thick, soft rind

• uses the “schema of breakthrough”
• The Simple principles
  • uses schemas (grapefruit)
  • core and compact messages
• The Concrete principle
  • tangible
  • leverages the “velcro theory of memory”
  • makes ideas tangible and compact

Sony Story

• uses the Unexpected principle
  • reveals gap in their knowledge
  • gaps create curiosity
  • curiosity motivates action
• Idea: develop a transistor radio