Knowledge isn’t enough

“Until we learn the secrets of persuasion, we’ll be subject to the secrets of persuasion.”

I have heard a variation of this statement several times in recent days. It’s an idea that’s catching on. It sounds good. It contains a glimmer of hope. It’s too bad it isn’t true.

Don’t get me wrong. I wish it was true. I once believed it was true. But wishing and believing don’t make it so.

The best I can say about that statement is, it is almost true.

Consider the old saying, “Fool me once, shame on you. Fool me twice, shame on me.”

You know why that’s such a popular saying? Because being fooled twice is such a common occurrence.

And why is that? Because knowledge doesn’t prevent us from being fools. Awareness prevents us from being fools.

Mathematician Nigel Howard pointed out that, “If a person becomes ‘aware’ of a theory concerning his behavior, he is no longer bound by it but is free to disobey it.”

Sounds similar to my earlier statement, “"Until we learn the secrets of persuasion, we’ll be subject to the secrets of persuasion,” doesn’t it?

Sure does. But there’s a big difference. Howard’s statement is actually true. Not simply ‘almost’ true.

Here’s the difference that makes the difference:

The original statement speaks of the value of learning. Howard’s statement speaks of the value of awareness.

Small distinction. Huge difference.

Learning that ‘2+2=4’ is useful. It is also long-lasting; next time I see two pairs of anything, I’ll know I’m dealing with ‘four’ of that thing without too much trouble. What is significantly more difficult is noticing ‘two pairs of anything’ in the first place.

The reason for this is…

There are so many aspects of life we can become aware of at any given moment, that we often lose our awareness of the most basic aspects of all.

When you become aware of that strange noise your car just started making, you cease to be aware that your coffee cup is about to slide off the dashboard.

When you become aware of how attractive that person in front of you in line is, you cease to be aware of the thug behind you that is reaching for your wallet.

And when you become aware of some interesting aspect of a story, a television show or an interpersonal encounter, you cease to be aware of the persuasion tactics being used against you.

It isn’t that you don’t ‘know’ your coffee is on the dashboard. It is that you forgot.

It isn’t that you don’t ‘know’ there is a thug behind you. It is that you forgot.

And it isn’t that you don’t ‘know’ persuasion tactics are possibly being used against you. It is that you forgot.

That’s what people do. They forget. Not just little things, but great big,really giant things that may actually make a significant difference in our lives.

We don’t ‘forget’ because we’re stupid. We ‘forget’ because we have limited awareness.

Notice that Howard used the phrase, “If a person becomes ‘aware’ of” and not the phrase, “If a person learns...”

This is what makes the difference between “almost true” and just plain true.

Sure, go ahead and learn all the persuasion tricks you want to. Knock yourself out. I certainly have - and continue to do so. But we must never kid ourselves about this:

Knowing something is never enough. Becoming aware of something is but a first step. Remaining aware of something is our only real hope. And in today’s world, with its dizzying array of distractions, our ability to intentionally remain aware of anything in particular for very long - even high powered persuasion techniques - is anything but a given.

So how do we protect ourselves from these techniiques? Don’t ask me. I’m too busy oogling my wife while she’s cleaning up around my office.

What are you too busy doing?

Posted on Saturday, February 04, 2006 at 04:17 PM

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(4) Reader Comments about Knowledge isn’t enough

John Thomas says...

Hmmm… interesting ponderables. The first step to staying aware, as you imply, is to avoid attention capture, but staying aware, seems to me, runs the risk of keeping you “meta” from the experience, so you don’t get all the fun and immediacy out of the moment.

I’m not saying that staying separate (meta) in your head isn’t useful, but I think it can suck too much juice out of life and without that emotional impact, it becomes too dull and boring.

Do I have a solution? Not really, except that maybe focusing on learning how to get an accurate “feeling” (a purely unconsciuos activity) about people and how to make good friendships / “connect” with people really might be the most useful skills. If you have those two skills to the level of unconscious competance, maybe you can guard yourself against unwanted influence or attack.

But, then again, there’s that issue of attention capture and that guy stealing your wallet while you’re looking at the woman ahead of you in line.

I keep thinking there has to be a balance someplace.

Thoughts?

Posted on 02/06/2006 at 01:38 PM

REX says...

Knowledge gives you the tools.
Awareness gives you the attention and focus necessary to use the tools.
But only wisdom advises you on where, when, and how you should use the tools (or if).
But is this enough?

You know how to do laundry.
You are aware of the pile of clothes building in the bedroom.
You may be wise enough to buy only two jeans, two shirts and two pairs of socks so that the pile will always be small, forcing you to wash often.
But is this enough?

There is another force at play: your will (totally underrated these days).

With knowledge, awareness, and wisdom, but without an effective will, you’ll always find a good deal at the clothstore and “invest” in another shirt, pants and another pair of socks.
“Ah...I have one more day before I do laundry...”

“That’s terrible...” you say.
“How can such a pig even exist!”

Then you stop by the bookstore and buy the latest book on self improvement, read the first three chapters, and place it on the pile, I’m sorry, in the library.

Posted on 02/17/2006 at 04:00 PM

Blair Warren says...

Hey Rex,

Thanks for your comments. They’re well thought out and provocative, just like I like them.

I do want to point out though that I’m not a “save the whales” type guy. When I say I want to “make a difference”, I mean in the lives of those around me.

When someone hires me, it isn’t to keep things the same. It’s to make them different. When I write something, it isn’t to confirm what everyone already knows but to hopefully open people’s eyes to something new. When I’m with friends, I hope to entertain them and make them laugh, not take inventory.

That’s what I’m talking about when I say “make a difference.”

Nothing against whales, but I’m having enough trouble just trying to save myself from life’s distractions to worry about Shamu right now.

Anyway, just wanted to clarify lest people start picturing me carrying a protest sign amidst an angry mob of peace loving protesters.

BTW, in your last comment you said that “will” was underrated these days and I couldn’t agree more. In fact, I’m currently reading an excellent old book called An Iron Will by Orison Swett Marden. It’s in the public domain and there are free PDF versions available online. I’m sure you can Google them up pretty quickly. It’s worth checking out.

Posted on 02/17/2006 at 06:05 PM

REX says...

Thanks for your response Blair.
My only dissapointment is that you don’t actvely endorse saving the anchovies.
But I understand...that’s what love and acceptance are all about.
I actually read “An Iron Will” many years ago and I’m glad people still enjoy such old gems of wisdom.
These days the following theme is very much in vogue: “when the will and the imagination compete, the imagination always wins. Don’t will it, but strongly imagine and feel what you want until it becomes manifested.”
Too bad they fail to realize that you need your will in order to sustain and focus your imagination/emotion on what you want.
I believe that when your imagination overcomes your will, perhaps you didn’t have a strong will afterall.
But hey, this is just a small detail.
Regards,
Rex

Posted on 02/17/2006 at 10:42 PM