The Foundry

Illusion of Knowledge

Serena Mulder. 03.05.2016. Category: Online Marketing

A few of the Razz team went to Roger Lewis Hamilton’s Fast Forward Your Business seminar recently and there were many ideas and concepts raised that are worth sharing.

One of the standouts was the concept of the “illusion of knowledge”. It stands out to me as an important point because many opportunities are overlooked as a result of this bad habit. What Roger is referring to when he talks about the illusion of knowledge is when people dismiss an idea because they believe they already know all about it.

We see this on a regular basis, a perfect example is when we tell people that we help businesses get the most out of the world’s leading email marketing software Infusionsoft. Infusionsoft has dominated their market so well that the majority of people who have ever been introduced to the concept of email marketing has heard of it.

If you mention the word Infusionsoft, here’s the typical responses you can expect to hear…

  • Those who only know a little about it: It’s expensive or it’s too expensive for my business
  • Those who have “tried it”: I tried using Infusionsoft, it was really hard to use and I cancelled because it didn’t help our business
  • Those who use it and have for a while: It’s really good because we can create targeted email campaigns but I don’t think it lives up to the hype

Infusionsoft is capable of some amazing things but unless you put it in the hands of the right person it’s useless. If I were told I had 2 minutes to get around a racetrack to win $1,000,000 and I had the choice of a bicycle or formula one race car, I would have a better chance of winning the money if I chose the bicycle. By the time my two minutes was up, I would still be looking at all the buttons on the steering wheel in total confusion.

But that doesn’t mean a bicycle is faster than a Formula One car or the best way for me to win the $1,000,000. I’d be better off putting a formula one driver in the driver seat and sharing the prize money.

Every day people turn down great opportunities because they “know” that they can’t get around the track in under 2 minutes on a bike. Or because they “know” they can’t drive a formula one car.

When you are presented with an opportunity, do you make judgements based on what you already know or do you ask questions to see if the person you are talking to has knowledge of options you hadn’t considered?

Leave a Comment

Your email address will not be published. Required fields are marked *