CURSE OF EXPERTISE

A bias that prevents an expert on a topic from relatating to the viewpoint of a non-expert.

When were you last asked to explain an acronym that seemed obvious to you (DSP, SEM, YOLO!)?

The more fluent we are on a topic, the harder it is to put yourself in the shoes of someone who is unfamiliar with that thing.   Our brain blocks us from seeing that subject with fresh eyes, and thus we overestimate how much others know.

While “every expert was once a beginner”, there’s a big communication gap between those who know a lot and those who know a little.

SO WHAT

Marketers know their products so well, they may over-complicate the basics, making it challenging for a layperson to grasp.

NOW WHAT

  • Don’t make assumptions about how much others know; limit (or banish!) jargon and confirm vernacular and content with “novice” peers.

  • Develop a personalization approach to address audience segments with varying levels of expertise.

AUDIENCE IMPLICATION

To ensure that you’re communicating the right information (and the right amount of it), find out how familiar your audience is with your product and value proposition via research or social listening.

 

Sources / Additional Reading

https://effectiviology.com/curse-of-knowledge/

https://www.usertesting.com/blog/curse-of-knowledge

https://thedecisionlab.com/reference-guide/management/curse-of-knowledge

 

IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T KNOW IT WELL ENOUGH.

ALBERT EINSTEIN