“Once we know something,
we find it hard to imagine what it was like not to know it. Our knowledge has “cursed” us.”

I’ve started reading Made to Stick by Dan and Chip Heath.

According to the Heath’s,
there are six principles that, if followed, greatly increase the chances our
ideas will catch on.

The principles are simple
and reflect a certain degree of common sense – yet, we don’t often follow them!

The villain (as they call
it) is the curse of knowledge.

They tell the story of an
experiment performed by a Stanford candidate for a PhD in psychology

The student assembled two
groups of study participants: tappers and listeners.

The tappers were given a
list of simple tunes (Happy Birthday to You, for example) and had to tap out
the rhythm for a listener.

The tappers predicted
the listeners would identify half of the tunes correctly. In practice, the listeners were only right
2.5% of the time.

The tappers often got
frustrated during the experiment not understanding how the listeners couldn’t
identify the tune. 

The problem: The tappers knew the tune. It played in their heads as they tapped out
the rhythm. The listeners did not.

What messages might you be
putting on your PowerPoints based on a tune only you can hear completely?

Effective communication is
critical to change.

I can’t wait to read the
rest of this book!