『Supercommunicators, by Charles Duhigg』のカバーアート

Supercommunicators, by Charles Duhigg

Supercommunicators, by Charles Duhigg

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The person receiving your message isn't one person. They're a stack of identities, and only one of them is listening. Why This Book Matters Duhigg wrote this to fix his own life. He'd been made a manager for the first time, he had the MBA and the Pulitzer and a career built on explaining why people do what they do, and he couldn't connect with his own team — or, when he got home, with his wife and his children. The book is him working out why. Which means it is, on its face, a book about one to one, or one to few conversations. A doctor and a patient. A husband and a wife. Nothing in it was written for anyone running a campaign. But it belongs because Duhigg surfaces something so crucial that I really struggle to think about how we scale what we learn from him: at any moment only one of a person's many identities is doing the listening. The interesting challenge is that the surrounding context has more to do with which identity is live, than the message itself. The book's own claim about itself is that none of this is innate. Its opening exemplar is a shy kid who learned to connect by studying people who were good at it, and who spent two decades at the FBI talking fugitives out of buildings. "It's a set of skills," he tells a room of sceptical scientists. "There's nothing magical about it." What the book does not do is scale. Duhigg's answer to nearly every problem is to get closer to someone, and we work at distance — by design, by budget, by necessity. I'm still working through this challenge, because I do believe if we can scale what Duhigg teaches us here, we could transform our campaigns. What We Cover in the Episode Behfar Ehdaie, a prostate cancer surgeon at Memorial Sloan Kettering, whose patients kept choosing an operation he had just shown them they didn't need. Around 40% of prostate cancer patients in the United States do the same — more than fifty thousand men a year. Felix, the FBI's negotiator of last resort, and the hour he spent with a room of scientists who couldn't work out what he actually does. He answers them by demonstrating it on one of them. The three kinds of conversation Duhigg says every discussion is one of — and why two people in different ones fail each other even when both are trying hard. Why the identity doing the listening gets set by the room rather than by the person. A pro-Obama t-shirt at a barbecue versus at an NRA rally; and a city in Iraq where bouncers read your religion off your ID card at the grocery store door. Dr. Rima Shami, a patient who won't take the COVID vaccine because God will provide, and what happened in the thirty minutes after the appointment ended. The maths test where reminding women of four of their identities did nothing at all, and reminding them of thirty closed the gap with the men completely. A Milwaukee jury in 1985, a man who bought a pistol because a mail-order detective course told him to, and the juror who moved eleven other people without once arguing the case. Salma Mousa's soccer league in a city recovering from ISIS, where nobody was taught to communicate and the effects were still holding six months later. Four mental models: the Salience Dial, the Near-Universal Identity, the Silent Ledger, and the Directive Penalty. Four ways the book gets misread — including the one Duhigg heads off twice, because he clearly saw it coming. The mastery lesson, and the asymmetry between what this book does to your life and what it does to your work.
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