team used what was, in essence, a visual proverb. The block of wood became a visual reminder to do a few things and do them well.
There is a striking parallel between the development of the Palm Pilot and the Clinton campaign led by James Carville. In both cases, the teams were composed of people who were knowledgeable and passionate about their work. Both teams boasted plenty of people who had the
capability
and the
desire
to do a lot of different things—argue every issue and engineer every feature. Yet in both cases the team needed a simple reminder to fight the temptation to do too much. When you say three things, you say nothing. When your remote control has fifty buttons, you can’t change the channel anymore.
Using What’s There
Our messages have to be compact, because we can learn and remember only so much information at once. But suppose we’ve assessed the core of our message and we have too much information to aspire to the compactness of a proverb. How do we convey lots of information when we need to? The following exercise is designed to reinforce the need for compactness and to provide a hint about how to cram more information into a compact message.
Here are the rules of this exercise: Spend ten to fifteen seconds, no more, studying the letters below. Then close the book, pull out a sheet of paper, and write down as many letters as you can remember. Spoiler alert: Don’t turn the page until you’ve finished the exercise.
J FKFB INAT OUP SNA SAI RS
If you’re like most people, you probably remembered about seven to ten letters. That’s not much information. Compactness is essential, because there’s a limit to the amount of information we can juggle at once.
Now turn the page and try the exercise again.
There’s a twist this time. We haven’t changed the letters or the sequence. All we’ve done is change the way the letters are grouped. Once again, study the letters for ten to fifteen seconds, then close the book and test your recall.
JFK FBI NATO UPS NASA IRS
Chances are you did much better the second time. Suddenly the letters meant something, which made them easier to remember. In Round 1, you were trying to remember raw data. In Round 2, you were remembering concepts: John F. Kennedy, the FBI, the North Atlantic Treaty Organization, UPS, NASA, the IRS.
But wait a second. Why is it easier to remember “John F. Kennedy” than the random letters F, J, K? Surely John F. Kennedy is a bigger bundle of information than the three random letters! Think of all the associations with JFK—politics, relationships, his assassination, and his famous family. If remembering was like weight lifting, it would be ridiculous to think we could “lift” JFK easier than three little letters!
The secret, of course, is that we’re
not
“lifting” JFK. All the remembering work related to JFK has already been done. We’ve already built those muscles—the concept of JFK, and all its associations, is already embedded in our memories. What we’re remembering is simply a pointer to this information—we’re posting a little flag on the terrain of our memory. With the raw letters, we’re posting three separate flags. In the end, it’s one bit of information (or one flag) versus three, and it’s no surprise that one is easier to remember.
So what? Is this just neat brain trivia? Here’s where we’re going: We’ve seen that compact ideas are stickier, but that compact ideas alone aren’t valuable—only ideas with
profound
compactness are valuable. So, to make a profound idea compact you’ve got to pack a lot of meaning into a little bit of messaging. And how do you do that? You use flags. You tap the existing memory terrain of your audience. You use what’s already there.
The Pomelo Schema
So far we have presented situations in which one simple idea, or a handful of simple ideas, were useful in guiding behavior. But, let’s face it, most people in the world do
There is a striking parallel between the development of the Palm Pilot and the Clinton campaign led by James Carville. In both cases, the teams were composed of people who were knowledgeable and passionate about their work. Both teams boasted plenty of people who had the
capability
and the
desire
to do a lot of different things—argue every issue and engineer every feature. Yet in both cases the team needed a simple reminder to fight the temptation to do too much. When you say three things, you say nothing. When your remote control has fifty buttons, you can’t change the channel anymore.
Using What’s There
Our messages have to be compact, because we can learn and remember only so much information at once. But suppose we’ve assessed the core of our message and we have too much information to aspire to the compactness of a proverb. How do we convey lots of information when we need to? The following exercise is designed to reinforce the need for compactness and to provide a hint about how to cram more information into a compact message.
Here are the rules of this exercise: Spend ten to fifteen seconds, no more, studying the letters below. Then close the book, pull out a sheet of paper, and write down as many letters as you can remember. Spoiler alert: Don’t turn the page until you’ve finished the exercise.
J FKFB INAT OUP SNA SAI RS
If you’re like most people, you probably remembered about seven to ten letters. That’s not much information. Compactness is essential, because there’s a limit to the amount of information we can juggle at once.
Now turn the page and try the exercise again.
There’s a twist this time. We haven’t changed the letters or the sequence. All we’ve done is change the way the letters are grouped. Once again, study the letters for ten to fifteen seconds, then close the book and test your recall.
JFK FBI NATO UPS NASA IRS
Chances are you did much better the second time. Suddenly the letters meant something, which made them easier to remember. In Round 1, you were trying to remember raw data. In Round 2, you were remembering concepts: John F. Kennedy, the FBI, the North Atlantic Treaty Organization, UPS, NASA, the IRS.
But wait a second. Why is it easier to remember “John F. Kennedy” than the random letters F, J, K? Surely John F. Kennedy is a bigger bundle of information than the three random letters! Think of all the associations with JFK—politics, relationships, his assassination, and his famous family. If remembering was like weight lifting, it would be ridiculous to think we could “lift” JFK easier than three little letters!
The secret, of course, is that we’re
not
“lifting” JFK. All the remembering work related to JFK has already been done. We’ve already built those muscles—the concept of JFK, and all its associations, is already embedded in our memories. What we’re remembering is simply a pointer to this information—we’re posting a little flag on the terrain of our memory. With the raw letters, we’re posting three separate flags. In the end, it’s one bit of information (or one flag) versus three, and it’s no surprise that one is easier to remember.
So what? Is this just neat brain trivia? Here’s where we’re going: We’ve seen that compact ideas are stickier, but that compact ideas alone aren’t valuable—only ideas with
profound
compactness are valuable. So, to make a profound idea compact you’ve got to pack a lot of meaning into a little bit of messaging. And how do you do that? You use flags. You tap the existing memory terrain of your audience. You use what’s already there.
The Pomelo Schema
So far we have presented situations in which one simple idea, or a handful of simple ideas, were useful in guiding behavior. But, let’s face it, most people in the world do
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