Philip K. Dick was right but may be wrong also
Blog: Brian's Blog - Enterprise Strategy, Architecture and Management
For those who are not Science Fiction fans, Philip K. Dick was a writer of notable insight to cultural trends. His books have later been turned into blockbuster movies: BladeRunner, Minority Report, Total Recall, and Next to name a few. His books had a dystopian perspective to these, where governments and social agents become tyrannical. I will not dwell on that forecast of the future of society is this post. One interest concept I thought interesting was his focus on media. More specifically how the media would change. Though the movie adaptations only hinted at it media, print for example, changed from a primarily word based format to more of a graphical based one. Well the saying goes “One Picture…”
When moveable type was created it did two things. First it made production of information cheaper. Thus distribution of information increased and was made available to lower income people. Second, it changed the cost ratio between text and graphics. When books were hand drawn, the cost of graphics was on a par with text. This ratio changed only slightly over the years until the application of computer technology.
What is interesting about this was that prior to the movable type revolution much communication was through pictures and other symbols. Dick’s prediction of the future was a return to graphical communication and a reduction in text. This inferred a lowering of grammatical literacy within society as a whole. Having just complete several Government RFP response marathons where reply instructions were specific about writing to an 8th Grade level that would seem to prove Dick’s point. However, I took a few steps back in considering such.
What came to mind were presentations and proposals I’ve seen and participated in over the years. Many times I was privy to executive decision-maker sessions. What struck me over the years was how these sessions have changed. Initially presentations and proposals were fully of textual information. A slide or page was filled with paragraphs of descriptions and opinions. A little later after spreadsheets had become the go-to business tool, these became filled with tables of data and charts.
Then as graphic software became more capable presentations in many companies became more simple and focused. A term which was not originally meant to be complimentary became popular code for these presentations to executives: “Big Animal Charts” I suppose this was because someone thought reducing issues down to the simplest concept was similar to old children’s books; “See Spot Run, See Tiger run…” A sort of arrogance was hidden in this comment lay just below the surface. That is “I’m the expert and you’re not. I have fancy jargon” While jargon is useful to shortcut the communications process, its also an inhibitor for those that are not dedicated to a particular discipline or domain. What many proposers and presenters forget, myself included, is that the presentations and proposals are not about me but about the audience. So any means to make understanding easier for the audience is good.
Now I get back to my most recent RFP and presentation efforts. After writing my technical responses I ran a reading level analyzer. The results didn’t shock me. The text was rated at Ph.D or beyond. A far cry from the 8th grade level requested. After significant effort I managed to reduce it down to 12th grade reading level. There I was stuck and required assistance from team mates, who thankfully jumped in. What I found interesting beyond the reading level issue was that when I presented similar or more complex material I used very little text, choosing to use pictures, diagrams, and charts. When I asked several audience members if the material was too complex and I should simplify it, thinking the words needed to be “dumbed down” I got a surprise. They hadn’t even read the words, instead they got all they needed from the charts and spoken words, even though I used very technical jargon.
Which brings me back to Mr. Dick’s forecast of the future of media. That graphics would dominate communications in the future. Interesting points to consider: Look at Steve Jobs presentations, Nancy Duarte’s books Slid:eology & Resonate or books on Storyboarding –Hollywood’s go-to method to organize and present complex information. All of which rely on graphics. May be Philip was right in his forecast of the rise of graphics but others were wrong in thinking that graphics is dumbing down the communications.
Filed under: Content Strategy, Enterprise Architecture, Public Speaking, Strategy, Systems Thinking, Visual Thinking, Writing 
Leave a Comment
You must be logged in to post a comment.
