Jeff For Local Marketing explains why experts confuse people: they assume everyone already knows what they know. A gardener talks soil temperature while the listener hasn't decided where to plant. Ask where someone actually is first, then match your advice to that.
Now, there's a thing that's called curse of knowledge, and what that basically is, and it's true for all of us, you, me, your brother-in-law, a friend, whatever, we all have this level of understanding about specific things. And so what we do is we think everyone, everyone, because we live in that world, everyone has that already understanding. And so we jump in where we are instead of jumping in where they are. And that's a big difference because what happens is we start talking from a much higher plane. And again, doesn't matter, you could be a gardener and I'm thinking about planting some stuff in my yard and you're immediately talking about soil temperature and mixtures. I'm like, I haven't figured out where I'm going to put it in my yard yet. In other words, you're way down the road instead of asking, Oh yeah, tell me more about that. And then see if something we have as a tool or a process or an operation or a service that we have can fit that need.
