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cover of episode 49. Make Numbers Count: How to Communicate Data Effectively

49. Make Numbers Count: How to Communicate Data Effectively

2022/1/18
logo of podcast Think Fast, Talk Smart: Communication Techniques

Think Fast, Talk Smart: Communication Techniques
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Chip Heath
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Chip Heath: 在沟通数据时，专家容易陷入 "知识诅咒"，难以设身处地理解非专家的认知水平。因此，沟通时应使用具体的方式，将抽象的数字与人们的日常生活经验联系起来，例如将七年的时间与孩子的成长阶段联系起来。他还强调了 "亮点思维" 的重要性，即学习和借鉴成功的经验，而不是总是重新发明轮子。为了清晰地沟通数据，必须对每个数字进行 "翻译"，用比喻和类比等方式将数据转化为更具体的、更易于理解的形式，这可以显著提高信息的记忆和理解程度。他还指出，为了促使人们采取行动，数据沟通中必须加入情感元素，将数据与情感因素结合，才能更有效地影响人们的行为。他还提到，很多人在数据分析后，容易忽视将结果转化为更易于理解和感受的形式，导致沟通效果不佳。他建议，即使是非 "数字人"，也可以通过一些方法，例如使用具体的场景和类比，来引导 "数字人" 以更易于理解的方式沟通数据。他还指出，人们对概率和分数的理解能力较弱，因此需要将这些数据转化为更具体的、更易于理解的形式。优秀的 "数字人" 不仅能够自己理解数据，还能帮助他人理解数据。 Matt Abrahams: 在访谈中，Matt Abrahams 主要起到引导和提问的作用，并就 Chip Heath 的观点进行回应和补充。他与 Chip Heath 就数据沟通的挑战、方法和技巧进行了深入探讨，并分享了自己在教学和指导中的经验。

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Chip Heath discusses the curse of knowledge and how experts struggle to communicate effectively with non-experts. He emphasizes the importance of being concrete in communication and shares insights from his book 'Switch' about leveraging bright spots.

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“We have to make data emotional because emotions are what drive us to act,” says Chip Heath), a professor of organizational behavior and author of the new book, Making Numbers Count: The Art of Science of Communicating Numbers. In this interview with podcast host Matt Abrahams, Heath talks about ways that data and statistics can be used to illuminate — or obscure — our message. “A lot of people in the world don’t understand numbers like the numbers people,” he says. “And there are a lot of untranslated numbers that float around in organizations and in society.” 

Heath suggests thinking about numbers like a foreign language we need to “translate” for our audience: “If we don’t translate numbers into something that’s more tangible, we’re going to sacrifice in a big way.“ 

Think Fast, Talk Smart) is a podcast produced by Stanford Graduate School of Business. Each episode provides concrete, easy-to-implement tools and techniques to help you hone and enhance your communication skills.

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