Helping Customers 'Get It'

Human Nature and Paying Attention

By Ken Wax,

Published in VARBusiness

No one is born knowing how to convey information in a way that inspires people. Witness the number of times you've seen boring slideshows filled with huge amounts of content. Far too much for any human to grasp.

There are two simple truths, which, when combined, are so powerful they may change forever the way you explain things.

- Truth No. 1:

Attention is a limited commodity.

No one can pay attention forever. It's demanding work-which is probably why we use the word "pay" in the phrase "pay attention." It is a real expense of effort, concentration and fighting distractions.

- Truth No. 2: After attention comes relaxation. A person will pay attention, then relax. Maybe relaxation is to allow one's mind to assimilate that which was just heard. Or it could be daydreaming about last year's vacation.

The wave is unavoidable. You can be sure that every person you are speaking to will be cycling from paying attention, to relaxing, back to concentrating, then relaxing again.

Here's the crucial point: During those periods of relaxation, you have no control over what that person is hearing or absorbing.

Don't mistakenly think that these truths represent a shortcoming among humans. On the contrary, this "roaming mind" trait is essential for being aware of one's complete environment and any dangers that may be lurking. In nature, the animal who is too engrossed to notice what is happening in the tall grass is likely to become lunch.

So Now We Know

Those two truths tell us why a presenter, when force-feeding too much content, loses us. Sorry, we're simply not built to consume as much as is heaping on the plate. Our species just can't swallow that quickly.

It also explains why people often "just don't get it." If you are building a case without allowing for those relaxation gaps, you have a problem. As each audience member tunes out, they miss something. If the case you are building requires everyone to pay perfect attention, this fact can be fatal.

The answer lies in crafting your presentation to allow for pauses. Then you guide the schedule for relaxation. The pauses may take the form of telling a confirming story, using humor or reviewing points. By scheduling ample pauses, you control when attention can wane, and you can recapture it again after that short break.

Fascinating subject, right? I'll delve deeper another time, but now strikes me as a good time for a pause.