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We can learn a lot about communication from science.
After all, communication is all about listening and sharing with other humans, right?
And we’re fascinating bundles of energy and information!
The light went on when I was working on a trade show program for someone.
I asked a simple question I always ask, “What is your core message at this event?”
The answer from our customer was, “We want to tell attendees all about our services.”
So, in a trade show scenario you only have about six seconds to get someone’s attention.
And if you haven’t yet identified that they have a need for your services, how, in six seconds, can you plan to tell them all about you?
That’s why I asked the question, “What is your core message…?”
Here’s the scientific part: Einstein’s aphorism, “Everything should be made as simple as possible, but not simpler.” refers to the Law of Parsimony (Occam’s razor). This problem-solving principle is attributed to William of Ockham, a philosopher and theologian. His principal suggests that among competing hypotheses, the one with the fewest assumptions should be selected.
So, on your trade show floor where you’re among “competing hypotheses” (a multitude of exhibitors competing for attention), the one with the “fewest assumptions” (easiest to surmise) gets the attention.
Aha – get to the point
I know, I know … it’s tough! You have so many solutions in many categories and might feel like you’re leaving money on the table by not sharing everything!
Distilling into a pithy phrase is w-a-y more difficult than sharing the entire enchilada!
So let’s look at the Law of Parsimony again.
It is applicable in theoretic models as simpler theories are preferable to more complex ones because they are more testable.
When you communicate one thing really well you’re easy for the competing audience to appraise.
They’ll gravitate towards you because you’ve made it effortless for them to get you. You’ve eliminated the guess-work.
And ideally, you can expand your message based on their specific needs once you have their attention.
There was a wannabe composer who was given an opportunity to play a couple of his compositions for some of today’s successful film score writers/producers for feedback; Randy Newman, being one of them.
When the gentleman finished playing an elaborate piece whereby he used every one of the 88 keys several times over, Randy’s feedback was this: the best songs can be played with just one finger.
Give everyone a chance to comfortably sing along with you.
Eventually they’ll be singing about you!
P.S. Anyone else on your team who could benefit by this Aha? The more the merrier! Thanks for sharing.