For anyone that knows me – they know that I’ve always got a recommendation of a ‘good book that you’d enjoy‘ at the ready.
Amazon business books must love me – as I buy books weekly! (In fact 3 books ordered this week, Getting Goosebumps, (@googledave) Stop Talking Start Doing and Do Less Get More – both by (@shaawasmund)).
I love to zip my way through them – sometimes reading two or three books at a time – scribbling notes and collecting gems of knowledge. It’s rare I don’t pick something up – and it’s wonderful when I pick up on something that’s potentially been challenging me for years.
In my recent reading endeavours, I was introduced to Made To Stick a pacey and easily digestible tome – packed with practical insights into the power of stories and theories around why some ideas stick and others don’t. One area they touch on which really chimed with me is the Curse of Knowledge.
The Curse of Knowledge – the premise that the more you know about something, the harder it is for you to imagine what it’s like to lack that knowledge. This was a real ‘ta dah’ light bulb moment for me. As, I don’t know about you – but sometimes, I’m in meetings with people and when explaining something, all I get is bemused blank looks.
It’s as if my logical plain English discussion has been turned into a totally incomprehensible foreign language which no one understands.
What I now better understand, it that it’s my nemisis coming into action, mwah ha ha – the curse of knowledge. When people look at me as if they don’t know what I’m talking about – that’s because they probably really don’t know what I’m talking about.
Thankfully, it’s not that I’m a terrible communicator (honest) – but rather that I am talking to them as if they already know what I know – and they don’t.
What does this mean for the way we communicate?
The curse of knowledge is such a significant factor in how we communicate. Not only with our colleagues, but also with our marketing communications. When we’re explaining something to a customer, client or new team member – either via talking, video, email or however else, we have to remember that they don’t know what we know.
We have to remind ourselves to turn back the experience dial and think about what we had to know to know what we now know. (Too many know’s here but you get my drift).
And if you’re in the business of influencing people, management, business, selling – and you’re looking for people to do what you want them to do – or buy what you want them to buy – then the curse of knowledge becomes a big challenge.
Here’s one way of looking at it…
Liken it to driving a car. When you first stepped into the driving seat to take your lessons – you thought about every single thing that you did. You actively listened for the step by step instruction from your instructor.
You nervously checked, double checked and triple checked your mirrors, indicators, seat belt and that your foot was on the right pedal. You probably then read up on your highway code or theory practice – so that you were fully immersed and prepared for any eventuality.
Ping yourself forward a few (or many years) and driving’s a breeze, right? You don’t even think about it. But that’s because you’ve been doing it a while, it’s become part of what you do – it’s natural. And importantly, it’s really difficult to remember, not knowing how to drive. If you now had to explain to someone how to drive – you’d find it challenging, you’d probably cut corners and you’d get frustrated that they weren’t ‘getting it’ – after all, it’s not rocket science – it’s just driving. Right?
Well apply this scenario to work, business or life. The same principle applies. And when you become aware of the curse of knowledge, you start to see it’s manifestations all around you. In conversations, I find myself talking B2B and B2C and putting up slides filled with acronyms that I am familiar with and therefore, I assume everyone should know. Only to be asked, what does that mean?
And the worry is, just how many people do we think sit on their hands and don’t ask for fear of looking like an idiot. Not only does the curse of knowledge hamper communication and getting the point across – but it also stops you from genuinely connecting with people. There’s nothing more rewarding than being heard – but communication is a two way street and you need to be talking in a language everyone understands in order to achieve that effectively.
So here are my 5 simple lessons for overcoming the curse of knowledge:
1. Be aware
Once you know about the curse of knowledge just start sense checking how you’re communicating. You’ll start to spot the assumptions you make all the time. People aren’t idiots or being difficult – they just don’t know what you know – just like you may not know what they know.
2. Sense check
Check in with someone that is similar, or part of the audience you’re looking at communicating to. Does it make sense to them. It is pitched at the right level. Do they understand what you’re saying. Is there anything that they don’t understand. Is there any jargon that could be simplified.
3. Start at the beginning
Rather than diving in and assuming a high level of knowledge, ask where people are to gauge where you need to start. I’ve found it really useful to say things like ‘I’m not teaching grandma to suck eggs here – but I’m starting at the beginning just so that we’re all on the same page – for those of you that know this, great and bear with me for a few minutes, and for those of you that don’t already know this – great, I’m going to go through it briefly.
4. Does that make sense?
When you get the confused looks, or you feel you might as well be speaking Japanese (to non Japanese speaking people;)) – then check in. Ask the question – does that make sense? See who is getting it and who isn’t and then be prepared to start at the bottom and work through things step by step for those that aren’t.
5. Step into their world
Having empathy and patience is key to effective communication. You may not remember all the steps you took when learning to drive but you will remember how vulnerable you felt the first time you sat in the driver’s seat – and remember that for others learning something for the first time, they too may be feeling a little ‘fish out of water’. So work on drawing your audience in by understanding where they’re coming from – and breaking things down so it’s easily communicable.
For me – uncovering the ‘curse of knowledge’ – has set me on a mission to change and improve some of the ways I communicate. Here’s hoping you find it’s something useful to be aware of too.
Michelle Carvill, best selling business author, speaker, founder and Director at Carvill – the social media marketing agency. For information about how the team at Carvill can help you – simply get in touch or visit our website for more information.