Wikipedia definition: "The curse of knowledge is a cognitive bias according to which better-informed people find it extremely difficult to think about problems from the perspective of lesser-informed people. The term was coined by Robin Hogarth.
Many sensible strategies fail to drive action because executives formulate them in sweeping, general language […].Top executives have had years of immersion in the logic and conventions of business, so when they speak abstractly, they are simply summarizing the wealth of concrete data in their heads. But frontline employees, who aren’t privy to the underlying meaning, hear only opaque phrases. As a result, the strategies being touted don’t stick. The problem is that once we know something […] we find it hard to imagine not knowing it. Our knowledge has “cursed” us. We have difficulty sharing it with others, because we can’t readily re-create their state of mind".
human-centered organization must be a business strategy itself.
In a business context is easy
to fall into assuming that everybody knows what we know and its also easy to
confuse communication with a summarizing of the benefits of a product -even in
a bullet point format-. This is a great challenge for brands in 2014 that seek
to engage and be "chosen" by actual and potential customers. Brands:
You need to be aware of your problem to overcome your "curse"!.
The way out is to
conceptualize the strategy and use a concrete language understandable for everyone
to share meaning and intentions: Concrete language simplifies a complex reality
and a concrete and common language
-storytelling- ensures that everyone have a common picture and meaning that
they can relate to in a meaningful and personal way.
Do you think
that it is also easy to fall into assuming that everybody knows what you know in
creative contexts? Sure.
Thinking a victim ofthe curse of
I think about it a lot
In fact, my personal purpose
of evolving Design Thinking is being as straightforward as I can be to share DT
meaning by conceptualizing a definition of the term that could simplely explain
What is DT versus the HOW to practice it: In my opinion, a sum of processes is not a definition.
Analizing and applying DT to
Before the HOWwe do it, it's the
WHY: Analizing and understanding the WHY comes the definition of theWHAT it
is Design Thinking. And that would be our Ariadna's Threat to sharing the
value and meaning of DT in a concrete, human-centered language with the stakeholders: Ourselves and the rest of the
I'm quite obsessed with keeping ideas as simple as possible for two reasons:
Because I truly want to
share what I've learned
Because I really need an
amplified feedback from a wide range of people, not only experts.
My take is to share a simple,
easy-to-understand statement: An elevator pitch. A short definition of
DT that summarizes what it is and its value as a way to share meaning with non experts. My2014 DT definition (DT elevator pitch):
"Design Thinking is a
creative construction-driven process of thinking, focused in understanding the
context of a problem in order to generate integral solutions leading to a
collective change by creating value for people and organizations".
This is briefing the insight I wanted to share with you.