Читать книгу Figure It Out - Stephen P. Anderson - Страница 35

In truth, the message of this section is a simple one: Associations among concepts is thinking. That’s it. We could stop here, ending with some practical takeaways. However, this simple message manifests in so many different ways that it’s worthwhile to hold up example after example, until the profundity of this message sinks in. Indeed, it took me (Stephen) some years, bouncing between a number of communities—linguistics, advertising, behavioral economics, speechwriting, semiotics, storytelling, and more—before this simple truth became so clear. Associations among concepts is thinking. This is the universal common denominator that sits quietly behind so many of the conclusions reached by these different communities. As with the previous technology example, it’s how we frame something, yes. But it’s also everything else that might trigger a concept: a sight, a smell, sounds. Specific word choices. Invoking a familiar narrative. Using an aggressive shape. Using an illustrative picture. All these things trigger concepts, that in turn shape our understanding. Consider how (and for what purpose) the following professions try to shape our thoughts and beliefs:

• Politicians craft the words they use and the clothes they wear, to influence voters.

• Retailers spend billions on packaging and retail build-outs to increase sales.

• Marketers use product placement in movies and celebrity endorsements to alter how people think of products.

• Magicians lead us to believe the unbelievable (and delight us in the process) by exploiting our cognitive weaknesses.

• The hospitality industry influences our emotions through scents, lighting, space planning, decor, and delighters; a good hotel is more than just about a place to sleep.

• Photographers, through photo cropping, depth of field, blurs, composition, and other photographic details, shape our experience of their story.

• Graphic designers choose typefaces, shapes, and colors to create a desired feeling.

All of the conclusions we reach, the beliefs we form, the perceptions we believe to be reality, what someone comes to believe is truth, all of this is based on a whole constellation of sensory inputs.

To really understand what is going on here, and what is common to all of the diverse examples cited, we need to turn our attention to the brain; this is not to exalt a “brainbound” model of reasoning (we don’t take that stance), but to understand the role that the brain plays in understanding. We can go on saying things like “Associations among concepts is thinking” and even offer tips like “Be careful with the words you choose” or “Consider the frame you’re trying to evoke,” but understanding why this is the case—neurologically—is the foundation for all that follows.