Knowledge isn’t enough

by Blair Warren

“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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