What information do they need to know in order to understand your offering? What concerns or objections will they have right away? Know your audience It’s also helpful to get the perspective of fresh eyes encountering your product for the first time. The only way to assure that you’re on the right track is to get your idea, wireframe, prototype, and product in front of new users before its released. No matter how hard you try to put yourself in a first time user's shoes, it’s nearly impossible once you’ve been working on a product for even a short amount of time. How to break the curse of knowledge Get a fresh perspective Fortunately, we have a few easy tips to help you break this curse. Employees at that company have probably been interacting with that solution for so long, they can no longer tell how someone completely unfamiliar to the idea may react. Have you ever encountered a company that provides a solution that you don’t understand? And, even after it’s been explained to you, you’re still left wondering what it actually does, how you would use it, and why you would need it? This is likely a classic case of the curse of knowledge. And we’re not just talking about jargon-your entire value proposition can suffer from the curse of knowledge. While everyone at your company might understand certain concepts, industry terms, and proprietary names, your customer probably won’t. If you’re not careful, that can spell disaster for your messaging and your conversion rates, not to mention your overall customer experience. As you become accustomed to the lingo of your new environment, it doesn’t take long for you to forget that other people don’t know what you know. But before long, you were probably using those terms as if they’ve always been a part of your vocabulary. It’s likely that you weren’t familiar with a lot of the jargon your colleagues used right off the bat. For example, think back to when you started your first job in a new industry. How the curse of knowledge can affect your businessĬhances are, you’ve encountered the curse of knowledge in the real world. The tappers’ knowledge of the song caused them to miscalculate the listeners’ comprehension. How were the tappers so wrong in their estimate? The problem was that the tappers could hear the melody in their head, but the listeners couldn’t. Yet of the 120 songs tapped, the listeners only guessed 3 songs correctly. They expected the listeners would recognize the song about half of the time. But first, the tappers were asked to predict how often the listeners would be able to guess the song. The listeners were asked to guess the name of the song. Tappers were told to pick a well-known song such as "Happy Birthday" and tap out the rhythm on the table. Each tapper was partnered up with a listener. In the study, participants were divided into two groups: tappers and listeners. candidate at Stanford University, conducted a study to see how people's confidence in their communication differed from reality. Plus, you have a much harder time explaining the basics to people who are new to the subject because you can’t remember what questions you had when you were new to the subject. You can’t unlearn what you’ve learned, and you can’t see it with fresh eyes anymore. The curse of knowledge means that the more familiar you are with something, the harder it is to put yourself in the shoes of someone who’s not familiar with that thing. The curse of knowledge is widely defined as: The curse of knowledge is a cognitive bias that occurs when an individual, communicating with other individuals, unknowingly assumes that the others have the background to understand. It’s called the curse of knowledge, and it can affect anyone who creates brand messaging, website copy, tutorials, or onboarding processes. If you’re responsible for introducing customers to a company or a product for the first time, there’s something you need to watch out for.
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