The Curse of Knowledge sounds like a bit of a paradox but it’s something we all experience. It’s a cognitive bias that prevents those who are better informed from understanding something from the point of view of a lesser-informed party. This is because once you learn something, it is very hard to unlearn it.

This can have an effect on how capable we are of talking about or explaining something to others. Being able to strip back your own knowledge and talk about something in simplified and easy-to-understand terms is an essential communication tool – especially when your platform is a website where you often don’t get a second chance!

Smart Persuasion starts here! offers Behavioral Messaging, Personalisation, A/B Testing & Optimization for eCommerce, Travel and Saas websites