Six Pixels of Separation - The Blog
February 15, 2010 9:43 PM

Nobody Knows What You're Talking About

You know what you do so well, that you have a hard time relating and explaining it to those (the majority of people) who don't know/do what you do.

That is "The Curse of Knowledge" as defined in Chip and Dan Heath's best-selling (and must-read) business book, Made To Stick. It was one of those lightbulb moments that helps one to realize just how much hyperbole and industry jargon we pump into everything we say and do. On top of that, the majority of people can't even understand what you do for a living or what your product is and means to their lives.

It sounds crazy, but it's true.

From a Digital Marketing point of view, it's an order of magnitude that would stagger you and send you back to the drawing board in terms of how you market and communicate your messages.

Don't believe me? Watch this: YouTube - What Is A Browser?...

Do you still think that the majority of people really have a grasp of what's happening on Facebook, Twitter and Foursquare?

(hat-tip: Maria from Twist Image who pointed me to: UX Magazine - These are your users... read and be horrified).

By Mitch Joel


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