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You've probably been in situations where someone is speaking and they seem to only focus on general ideas and concepts. They are not specific and you find it hard to relate the points to the real world. This is because their communication is more abstract.
The opposite may be even more prevalent. In this example, the person speaking is focused on very specific data points and examples. The data are interesting, but you find it hard to see the big picture. This communication is more concrete.
The best communicators are able to use both these ideas in tandem: a balance of abstract and concrete. You can think about this spectrum as a ladder: the ladder of abstraction. Samuel Ichiye Hayakawa developed this idea in 1939 in his book Language in Thought and Action.
When planning a presentation or classroom lesson, you can use the ladder to consider your points. You might ask yourself: Am I being too abstract? If so, move down the ladder to more concrete examples.
This post is an issue of the Common Craft Newsletter. Subscribe here.
The most recent additions to our video library focus on the skills that contribute to successful teamwork. One of the most essential is how teams communicate criticism and feedback.
This video, like others in the teamwork series, adds a new element to the style of Common Craft videos. As you'll see, we're using simple faces, hands, and vivid colors to represent people. Overall, it's a simpler presentation and creates a more inclusive experience.
Your Options for Using the Video:
Download this video for $14.99 USD with our "forever license" and it's yours to keep. The download includes a video with open captions and the video's lesson plan (PDF).
I woke up this morning with an idea for Cyber Monday. What if I made a quick and simple Readable Video that explains the history of the term "Cyber"? This video took about 90 minutes to create from start to finish and is intentionally bare-bones.
I'm sharing it here as an animated GIF (157kbs).
caption for image
This kind of video (or gif) can be created by anyone and it's simpler than you think. Our Explainer Academy courses put the power of clear communication, video production, and animation into your hands.
This post is an issue of the Common Craft Newsletter. Subscribe here.
This title came from a suggestion by a Common Craft member who found that explaining it was more difficult than expected. It has since become one of the most used videos in our library.
This video looks back at a significant event in history: The Great Storm (England, 1703). It asks the question: how do we know what we know about this storm? This question is answered by explaining primary and secondary sources. It teaches:
Why sources matter in establishing facts and information
What represents a primary source and how to use them
Why primary sources may present an incomplete picture
What represents a secondary source
How primary and secondary sources may contribute to the best understanding
Explanation Notes
This explanation has three basic parts. First, we establish the power of sources and how a combination of sources can yield the best information. Second, we explain the differences between primary and secondary sources. Third, we show why it makes sense that this combination works in practice. Further, a historical example gives the explanation a concrete starting point and offers a fun visual experience.
I recently had an idea: what if explainer videos, like we make at Common Craft, were created without a voice-over? What if words and images told the story so that video creators could make them without the hassle of microphones and audio editing? What if videos were more accessible and consumable without speakers or earbuds?
I started experimenting and developed a simple method for making what we call Readable Videos. At the Explainer Academy, we have a free mini-course that teaches the basics of the method. This simple idea makes animated videos MUCH easier to create. Enroll here.
When I'm asked about the causes of unclear or confusing communication, I always highlight the curse of knowledge. I believe it is one of the most impactful ideas for communicators to understand. Why? Because we all have the curse and it influences our explanations.
The big idea: The more we know about a subject, the harder it is for us to explain it to a beginner. Our knowledge curses us and interferes with our ability to make accurate assumptions about our audience. We find it difficult to imagine what it's like not to know.
For example, think about a lawyer who spent her career reading and writing legal documents and talking with fellow lawyers all day, every day. When someone new to law asks this lawyer about tort reform, they're likely to get an explanation that seems confusing. This lawyer has the curse; they know too much to answer the question in a language understood by a layperson.
We're all guilty of having the curse. We all have something in our life that we know very well - perhaps too well to explain easily. The key is to know that the curse exists and to be prepared.
Video: Understanding the Curse of Knowledge
The video below from the Explainer Academy was recently published on YouTube. It explains the curse of knowledge using a study by Elizabeth Newton. Feel free to share.
What You Can Do to Defeat the Curse
Consider every word. Sometimes a word that is completely natural to you can doom an explanation. For example, let's say you're a financial planner in a meeting with a young couple, and you mention "amortization". It sounds perfectly natural and clear to you. Your peers use the word all the time. But the couple's eyes glaze over. They nod, but don't really understand. You have the curse and it's preventing you from being clear and understandable.
Empathize. When you're preparing to explain something new, take a step back and think about your audience as individuals. Imagine being in their shoes and hearing your words for the first time. Then, go back to your materials with the audience in mind. what might confuse them? Can you present the idea more clearly?
Connect. Is it possible for you to have a quick conversation with someone in the target audience? If so, ask about specific words and examples you'd like to use. Are there alternatives that will sound more familiar?
Set expectations. If we simplify too much, it may sound condescending and that can kill the vibe. When you need to explain an idea for a group, provide a quick preface. Something like, "This subject is complicated and I'm going to explain it. I'll start with basics that many of you already understand. This will help ensure that we keep everyone on the same page."
