Getting stupid people to understand you
Stupid people find it very important to seem smart, all the time.
They worry about asking for clarification, because it might seem like they didn’t understand something.
The last thing they’d ever want to admit publicly is that they don’t understand something! This is terrifying to them. They’ll politely smile and nod at everything you say — but then not buy your product or invest in your company.
Smart people are very willing to sound stupid — frequently.
They understand that communicating ignorance is efficient. If you don’t understand something, the quickest way to change that is to get additional clarity.
“I don’t understand what you’re saying” is the most powerful thing you can say to increase your own efficiency. It’s also a powerful tool if you’re just starting out in your career.
Having taught several hundred students, one of the things I’ve seen most often is the phenomenon of bright young people who will listen to what you have to say, smile and nod at everything, ask no questions, and then remember exactly nothing of what you’ve said.
Do not be afraid to say, “I don’t understand” — it actually makes you look really smart. Not stupid.
In my experience, the amount of stupid-people-wanting-to-seem-smart vastly outnumbers the amount of smart-people-not-afraid-of-seeming-stupid by a factor of at least 10.
Until I can get all of the former to read this post and change their behavior, it’s also helpful to consider what our tactics should be for communicating with these people, given that there are so many of them.
Use simple language, regardless of your audience. Pretend you’re talking to a kindergarten class in explaining what you do. You can always “go up” in the complexity of what you’re talking about— it’s much more difficult to “go down.”
Focus on brevity. Concise explanations are easier to understand.
Repetition of key ideas, particularly at the beginning and end of your presentation, is also helpful.
Make things visual — use less text. Data is best communicated visually, without extensive verbiage. People remember keywords, stories, and images — they don’t remember novels.
And lastly, narratives & analogies are helpful in communicating complicated ideas. They’re how human beings interact with the world. Break it down into something they’ve experienced firsthand.
One of my favorite examples of using an analogy to explain something complicated is from Better Call Saul, the prequel to Breaking Bad. Jimmy is trying to explain the benefits of legal representation to an elderly prospect:
Jimmy McGill: Do you have a nephew?
Alma May: Nephew? Oh, y-yes. Steve.
Jimmy McGill: Okay, Steve. Is he a good guy?
Alma May: Yes, very good.
Jimmy McGill: Okay. So, let’s say you and Steve go out to dinner at, uh, well, Birdie’s. That’s where you’re all headed today, right? All right. So, both of you have a great meal. It’s chicken-fried steak and green beans, and it’s all perfect.
Here comes the check. “Hey, wait a doggone…” Twenty-four bucks for a side of buttermilk biscuits? “That doesn’t sound right, now, does it?” No, it does not. It sounds like something got added up wrong.
Well, naturally, you send your nephew Steve to talk to the manager, and naturally, the manager corrects the mistake. And what’s more, he gives you a coupon for a free meal next time you come in. How about that? Good.
Well, same kind of thing is what happened at Sandpiper Crossing. And nothing makes me sadder than to see people of the Greatest Generation… people like my own Nana and Bobo… gettin’ overcharged by some great, big company. Even if it was an accident.
Now, I know that the good people at Sandpiper want to make this right sooner or later, but you know what? Well, sometimes, it’s just easier if you get your nephew Steve to go take care of it for you. And that’s how I want you to think of me.
