Have you ever been in a presentation, where the speaker was obviously an expert but they just couldn't convey their ideas to the audience leaving them confused and uninspired?
"Experts are great individual contributors because of their pursuit of continuous improvement, efficiency, and perfection. But as managers, they can be problematic because they are so completely sure they are right. They will frequently treat the opinion of people less expert than themselves with contempt."
"Expertise" has several implications to the social computing world, including the
long-tail value of "non-experts",
self-organization, and creating a collaboration culture. In this post however, I thought I'd talk to the specific challenges expertise has on our ability to communicate and inspire.
The term "
curse of knowledge" is one I borrowed from the Heath brothers, Chip and Dan who put out the very popular book, "
Made to Stick: Why some ideas survive and others die". It's a great book, and quite practical. In their research, they examine why some concepts (even completely false ones) are memorable and others are forgotten (even the best, most innovative ideas).
Chip & Dan demonstrate through examples how the more you know, the harder it is to "not know" or remember what it was like to not understand. An experts' communications can become crammed with details that the casual recipient either doesn't understand, doesn't care about, or will soon forget anyways due to information overload.
For those trying to promote a culture of collaboration, and the adoption of Enterprise 2.0 technology, we can become victims of our own knowledge. Sometimes this manifests itself as a laundry list of different technologies, often accompanied by a list of technical terms and a series of acronyms. Sometimes we drive into extreme detail on theory and academic research. Sure, to other social computing enthusiasts the
concept of weak ties and centrality in social networks may be fascinating but will this win over the masses?
So what would Chip & Dan recommend to E2.0 evangelists looking to create a compelling message that is "sticky"? Well, they summarize the key principles of memorable messages in the acronym SUCCES.
Simple — find the core of any idea. Focus on that.
Unexpected — grab people's attention by surprising them
Concrete — make sure an idea is real and not too theoretical
Credibility — give an idea believability allow people to test it themselves.
Emotion — help people see the importance of an idea by tapping emotions
Stories — Stories are great ways to achieve all above.
I try to incorporate these principles when crafting communications, to help inspire folks around the potential of social computing and collaboration. Hopefully it'll help you too. If you have stories that have worked for you I'd love to hear them!
