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C is for COOKIE.

—COOKIE MONSTER, SESAME STREET

Countless books and articles are dedicated to topics such as the power of stories, how skilled orators should choose their phrasing, or how we’re irrational creatures susceptible to cognitive biases. But most of these commentaries stop at the level of “what to do” or “what happens” with little discussion as to why. A more fundamental way to assess these things is through the lens of prior associations: To what extent do these things we most commonly hear or read (or say) activate prior associations, and in doing so, shape understanding? By applying more intention to the concepts and associations we activate, we can help shift and reduce the cost of understanding. Keep this in mind as we explore how written and oral language affects our understanding.