Imagine giving a speech youโve practiced for weeks. Youโve never been more enthusiastic about a presentation. As the speech progresses, you sense a lack of connection with the audience. You conclude and walk off the stage to polite, but muted, applause. To make matter worse, the follow-up surveys are filled with comment like โI was confused about the main point,โ ย โthe speaker wanโt clear,โ and โI donโt understand the purpose of this speech.โ
ย
What happened? How could the audience not get it? ย Youโre an expert in your field, you researched your talk, and these are the responses you get?
ย
What you may be experiencing is, the Curse of Knowledge. This term, originally credited to economist
Robin Hogarth, refers to the frustration felt by people who are well-informed about a subject when they interact with people who are less-informed about that subject. If is difficult for the well-informed person to understand why others donโt understand the subject as well. ย
Robin Hogarth, refers to the frustration felt by people who are well-informed about a subject when they interact with people who are less-informed about that subject. If is difficult for the well-informed person to understand why others donโt understand the subject as well. ย ย
If youโve ever tried to teach math to a child, or instruct a teenager how to drive a car, you may have felt frustrated when the kid didnโt learn quickly. ย You may have thought, “Whatโs wrong with you? This is so easy!โ
It is easyโฆfor you. You probably have years of experience with this subject. The other person doesnโt. ย
ย
This phenomenon was described in the book, Made to Stick, by Chip and Dan Heath. In an experiment, one group of subjects โtappedโ a well-known song on a table while another person listened and tried to identify that song. Some of the people tapping described a rich sensory experience in their minds as they tapped out the song. The people tapping the songs estimated that 50% of listeners would guess the name of the song. In reality, only 2.5% of listeners could identify the song.
ย
Why is this? ย The tappersย had a reference point. They could easily hear the song inย their heads as they tapped. But, the listener had NO reference point. All they heard was a series of taps that made no sense. ย
ย
Try the tapping exercise. ย It will help you better understand this problem. ย
ย
How can this help with your speeches? ย Since you canโt un-know what you know, how can you best help your audience learn your message? ย When preparing your next presentation:ย ย
- Donโt assume the knowledge level of your audience. Do as much research as possible before your speech, but avoid making statements in your talk like โAs I’m sure you knowโ or โYou probably donโt know thisโฆ..โ Give them the benefit of the doubt.
- Survey your prospective audience and ask what theyโd like to know about your subject. This is the best method to avoid talking over their heads and creating confusion.
- Ask the meeting planner who hired you about the level of expertise they are looking for.
The next time you prepare your speech, think about the tapping exercise. Ask yourself if you are suffering from the Curse of Knowledge. Avoid creating a major disconnect with your audience. Knowledge of the problem can help you take steps to create a connection, and leave your audience with a message they can act on.
—————————————————————
EDUCATIONAL RESOURCE OF THE WEEK‘
THE Book on Storytelling‘ Kindle version
NOW AVAILABLE: THE Book on Storytelling – Kindle Version. Pick up keys used by some of the best storytellers in the world. Develop deeper levels of trust with an audience, keep them on the edge of their seats, and inspire them to act on your message. For more info, and to order, visit:ย http://amzn.to/1PxBptd
Stand OUT! Speaking Tip: Is The Curse of Knowledge Alienating Your Audience?
ultima modifica: 2014-03-03T00:26:11-05:00
da
Michaelโs mission is to help leaders, managers and sales professionals communicate with more confidence, impact, and influence. This passion is born from his own communication difficulties early in his career.
Fortunately, he discovered that public speaking is like riding a bike, swimming or driving a car - itโs a learnable skill. Once he discovered this โsecretโ he became a voracious student of the craft. He took courses, studied some of the worldโs best speakers and storytellers and continues to study presentation and business storytelling skills.
He is hired by companies and organizations, leaders, managers and sales professionals, and TEDx speakers to help them become more confident, impactful and influential communicators.
Address:
Phone: 
