The curse of knowledge

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By aaron

In the book #MadeToStick, they describe an interesting experiment that was done. People were split into 2 groups called "tappers" and "listeners". The tappers were given a song to tap out on the table using their hand. The listener's job was to guess the song. They only guessed the right song 3 times out of 120 tries. The interesting part though is that before the listeners guess the name of the song, the tapper was asked whether the other person would get it right. The tappers predicted a correct guess 50% of the time.

The authors refer to this phenomenon as the curse of knowledge. Once you know something, it is very hard to see it from the perspective of someone who doesn't know it. That's why most ideas don't stick; because the person delivering the message almost never hears the same thing that the listeners hear.

#marketing

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