BOOK SUMMARY 144 Shortcut
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Summary written by: John Petrone
"The perfect analogy makes things as simple as possible,
but no simpler."
- Shortcut, page 182
Analogies
are shortcuts for our mind, where we use something familiar to explain
something unfamiliar. These mental shortcuts help us to persuade, make people
understand complex topics and according to Pollack “help us see novel
connections and relationships-insights that can unlock unrealized potential.”
Analogies
are everywhere and are an efficient way to process the flood of information
that we face each day. In John Pollack’s Shortcut: How Analogies Reveal
Connections, Spark Innovation, and Sell our Greatest Ideas, he helps
us to recognize them, and to know when to use them to persuade, innovate or
increase someone’s understanding.
Pollack
is a former Presidential speechwriter and journalist, and has written three
other books. He also built and sailed a 22-foot ship made entirely out of cork
and is currently a consultant and writer in New York.
The Golden Egg
Effective analogies use abstractions
"In
any analogy, there are going to be similarities and differences between the
objects of comparison. The key is determining which are most relevant."-
Shortcut, page 123
When
coming up with an analogy or mental shortcut, the connections we identify
between two unrelated topics can be instrumental in persuading or convincing
someone. The author uses the example of the 2005 confirmation hearing for
Supreme Court Judge John Roberts.
During
his hearing, Roberts used a baseball analogy comparing judges to umpires to
convince people that, given his conservative philosophy, he would be a fair and
unbiased judge. He said, “Judges are like umpires. Umpires don’t make the
rules; they apply them.”
Roberts
“psychologically anchored” his argument, convincing listeners about the
similarities between judges and umpires and overlooking the main difference:
that judges can in fact change laws. This analogy was effective because of the
associations that come with using it. Everyone is familiar with baseball and
the umpire’s role in the game. Pollack believes that once this shortcut was
planted in the listener’s mind, “the burden of disproving it falls on those who
doubt its accuracy.”
Since
our brains are programmed to look for patterns and similarities to what we
already know, emphasizing the similarities between two unrelated topics is what
makes analogies so effective. Adding emotions to them can boost persuasion, as
we’ll see in the first GEM.
Gem #1
Emotional analogies are compelling motivators
"Emotions,
once triggered, are like a genie released from a bottle--hard to recapture and
cork. And given that emotion often trumps reason, this is one reason why
analogies can be so hard to parry."- Shortcuts, page 127
Good,
memorable analogies resonate emotionally and are loaded with powerful
connotations and subjective ideas. The feelings and emotions that they trigger
makes them powerful persuaders.
The
author believes this often happens subconsciously, without us realizing it,
adding “The battle between fact and feeling commonly takes place beyond our
awareness, as our subconscious searches out evidence that makes us feel good
about what we already think.”
The
most convincing mental shortcuts often use arousing sentiment generated by
emotions to overcome logic. If combined with a memorable anecdote, the analogy
is even more forceful.
Gem #2
Use narratives or stories to enhance comprehension and
retention
"As
humans, we generally dislike uncertainty. To address this dislike, we construct
coherent stories to help us structure the constant flood of incoming data we
encounter, and then infer meaning from those stories."- Shortcut, page 125
A
narrative can make an analogy more memorable and understandable. Stories help
with the flow of information constantly coming at us, providing our brains with
a shortcut. Narratives respond to how our brains work.
The
reason that narratives work so well is due to the way people use their
cognitive resources. The author cites research stating that the use of
cognitive efforts requires glucose and our brains, wanting to conserve glucose,
are programmed to follow the path of least resistance. When our brain stores
new information, remembering stories is an efficient way to remember since
analogies are basically condensed narratives. Pollack adds, “People’s minds
seek efficient ways to compress mental data.”
According
to the author, a clear and articulate story is easier to understand and “when
stories are easier to grasp, listeners are more apt to accept both the
storyteller and their story’s conclusions as credible.”
This
book is highly recommended, as it can improve your decision making and increase
awareness of when analogies are used to persuade. So, the next time you’re
trying to influence someone, add a short and easy to understand analogy to make
your point more convincing. Combine it with a coherent story and an emotional
appeal to boost your credibility and persuasion power.
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