The curse of knowledge
Knowledge is certainly a blessing. But it can also be a curse for AI scientists, academics, and intellectuals.
I love doctors and scientists.
But, beyond egos, they share something in common: They’re not the most riveting public communicators in the world.
I’m throwing a massive generalization around with reckless abandon. There are plenty of exceptions. But in my experience, the highly educated, technical professions tend to struggle with public messaging. It's why strategic communications and branding experts exist– and why advertising is a multi-billion dollar business.
The well-educated brain is taught to make an argument and back it up with evidence. The more data and facts the better. The disciplines of science, medicine, and academia demand it.
But on the public stage, dumping data or evidence alone on an audience rarely works. You’ve got to do the work —and it is that—to make a subject matter accessible to folks you’re speaking to, whether on CNN, in a speech, or on social media. Most important is how your audience receives information, not how you want to deliver it.
I’m not talking about dumbing anything down. I’m talking about repacking concepts, translating them into plain speak with a narrative thread. The human brain is wired for stories. People need a narrative to connect with--one that sings with emotion, simplicity, and relevance.
The movement for marriage equality started out focusing its message on the 1,000 sterile rights and benefits that come with marriage. But that wasn’t working.
The movement then shifted its message to one of love, commitment, and family, using real couples and their supportive moms, dads, grandparents, and allies in the military and business to humanize those values. The rest, as you know, is history.
A similar course correction happened with the Covid vaccine. The national communications strategy initially was explaining Covid-19 science and data to persuade an entire nation to get a new vaccine. That fell flat in many communities. The more effective approach was about telling personal stories–humanizing the issue and making it real.
Those in science and medicine tend to skip the step between what the proverbial research lab shows and what the public needs to hear, care about it, and take action on. Unlike the business world of products and services, they forgo the translation process required to bring their ideas to market.
Many heady professionals think they’re the smartest people in the room. But if they actually want to be the smartest person in the room, they would be wise to invest in messaging strategy and storytelling magic.