Escape the Curse of Knowledge with the Ladder of Abstraction
One of the most frustrating pitfalls in communication is something known as the Curse of Knowledge. It happens when we're so familiar with a subject that we speak in jargon, acronyms, or insider language—and confuse the heck out of our audience. This is a dangerous trap, particularly when presenting new strategies or analyzing performance. We think we’re being clear, but our audience is left bewildered and unsure of what to do with the information we’re conveying.
The Ladder of Abstraction, a concept coined by linguist S.I. Hayakawa and recently highlighted in an article by Big Think, provides a useful tool to avoid this trap. It helps us shift between high-level, abstract ideas and specific, grounded details that ensure our message is not just heard but understood.
What is the Ladder of Abstraction?
Think of it as a tool that allows us to move between the big-picture concepts and the fine details that make those concepts tangible. The higher up the ladder you go, the more abstract the language becomes; further down, the more concrete it is.
For example, at the top of the ladder, you might find broad terms like "success" or "innovation." But as you move downward, these ideas become more specific: “increased quarterly revenue,” or “launching a new mobile app.”
Why We Need to Move Along the Ladder?
It’s critical to adjust where we are on this ladder depending on who we're speaking to and what we're trying to convey. Sticking too high on the ladder might result in vague or aspirational messaging that doesn’t connect to concrete realities. Staying too low can make it difficult for your audience to see the bigger picture, resulting in a loss of strategic direction.
Traversing up and down the ladder is especially important when conveying new strategies. Let's say you're launching a new business initiative aimed at improving customer experience. If you stay too abstract, saying something like, “We need to be customer-centric,” your team might nod along without truly understanding what steps to take. However, staying too concrete, such as focusing on specific operational changes like adding more customer service reps, may lose the strategic vision that’s driving these changes.
Or consider a scenario where you're sharing insights from a new market analysis. The analysis is loaded with industry-specific terms, data points, and acronyms—things that are second nature to you. But what if your audience is a group of stakeholders or employees not as familiar with the subject matter? Speaking in technical terms could lead to confusion or disengagement. Instead, start at the top of the ladder with a broad statement like, “We’re seeing a shift in customer preferences,” before descending to specific metrics that support your point.
Avoid Dead-Level Abstracting
I love the brutal nature of this term from Hayakawa. Hayakawa coined the term "dead-level abstracting" to describe a major communication flaw where we stay locked at a single level of the ladder, whether high-level or detail-focused. It’s like trying to explain a city by showing someone only one street. Without zooming out to show how that street fits into the bigger map—or zooming in to highlight what’s actually on the street—the audience is left disoriented, struggling to piece together the full picture on their own.
To avoid this, imagine each point you make as a trip up and down the ladder. You start with a high-level idea, like, “We need to enhance our digital experience to stay competitive.” Then, descend the ladder to details, such as, “We’ll do this by implementing AI-powered customer service chatbots and improving our mobile app interface.” Now, your audience can connect the big idea with specific actions, ensuring clarity.
Business Strategy Example: Moving Up and Down the Ladder
Let’s say your business is shifting towards a new digital commerce strategy. Here's how you could effectively use the ladder:
Top of the Ladder (Abstract): "We will be #1 in the digital commerce sales in our market by being the most loved experience by our customers."
Middle of the Ladder (More Specific): "We will achieve this by focusing on enhancing our website’s functionality, improving our supply chain, and offering personalized recommendations."
Bottom of the Ladder (Concrete): "This means investing in new inventory management software, expanding our fulfillment centers, and incorporating AI to deliver personalized shopping experiences."
In this scenario, moving up and down the ladder ensures your team understands both the overall vision and the specific steps needed to get there. It connects the dots for everyone involved, from the strategic thinkers to the implementers on the ground.
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When we adjust our messaging to meet our audience where they are, traversing up and down the Ladder of Abstraction, we break free from the Curse of Knowledge and craft more compelling, actionable strategies. Whether you're in the boardroom or on the frontline, mastering the ladder is key to ensuring your message resonates and, more importantly, drives action.
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This post is an excerpt from my upcoming book, a practical handbook for executing strategy from an operator’s point of view. Drawing on decades of real-world experience, it’s designed to help leaders turn strategy into action through clear, actionable steps. Stay tuned for more insights and updates as we get closer to launch!
