Some polls I ran on here got crazy results. They reveal ppl's attitude about the future, but also key communication & design principles:
1. Ppl think it's bad to live forever
But if you ask it in a different way:
1. Ppl think it's bad to live forever
But if you ask it in a different way:
2. If you ask instead if it's good to choose at what age you can die, suddenly a majority is in favor.
Note it's the exact same thing: if you *can* live forever, you can still decide when to die—by killing yourself
Note it's the exact same thing: if you *can* live forever, you can still decide when to die—by killing yourself
3. If instead you call it an "elixir of life" and specify details, you can fully reverse the results
A few learnings for communications & design:
1. MAYA: Most Advanced Yet Acceptable
Eternal life is too futuristic. Ppl haven't processed all the ramifications, and are stuck in their old ways
But an elixir of life? I can still choose to age? Sign me up
theatlantic.com
1. MAYA: Most Advanced Yet Acceptable
Eternal life is too futuristic. Ppl haven't processed all the ramifications, and are stuck in their old ways
But an elixir of life? I can still choose to age? Sign me up
theatlantic.com
Raymond Loewy, the designer behind some of the most iconic designs of the 20th C, called this effect MAYA.
Too present, and it's boring
Too futuristic, and ppl don't have the references to appreciate it
The sweet spot is in the middle: most advanced yet acceptable. Strive for it
Too present, and it's boring
Too futuristic, and ppl don't have the references to appreciate it
The sweet spot is in the middle: most advanced yet acceptable. Strive for it
2. Test your messaging. One idea can be scary or attractive, forgettable or sticky, depending on wording
Ppl don't want to live forever, but want the elixir of life
I wrote a post with >40M views, another with 20M. Everybody remembers the 20M one because of a memorable title
Ppl don't want to live forever, but want the elixir of life
I wrote a post with >40M views, another with 20M. Everybody remembers the 20M one because of a memorable title
3. Address immediately the biggest concerns & misunderstandings
When I asked if it was good to decide at what age you can die, ppl who disagreed replied with plenty of concerns. Would you get older forever? Would you need to commit suicide to die?
When I asked if it was good to decide at what age you can die, ppl who disagreed replied with plenty of concerns. Would you get older forever? Would you need to commit suicide to die?
By clarifying that you'd be young until you decided to age, ppl felt comfortable with this option. It's just like now, but better!
4. Ppl love options & agency
To an unhealthy degree. Too many options makes choosing harder. It's called the paradox of choice.
Doesn't matter, ppl still love to be able to make their choices, even if it's bad for them.
en.wikipedia.org
To an unhealthy degree. Too many options makes choosing harder. It's called the paradox of choice.
Doesn't matter, ppl still love to be able to make their choices, even if it's bad for them.
en.wikipedia.org
Early elevators had many accidents and were complicated to operate. They needed operators
Over time, they became more reliable & easier to handle. Operators became redundant
But ppl didn't want to enter elevators w/o an operator to give them safety
Over time, they became more reliable & easier to handle. Operators became redundant
But ppl didn't want to enter elevators w/o an operator to give them safety
Until a designer put a big red STOP button. Suddenly, ppl had agency: they knew they could intervene is smthg went awry. They felt safer.
Ppl don't *want to live forever*, they *want to choose when to die*
Same thing for flying: they're 600x safer than cars, but ppl still fear them more because they drive the car and not the plane
Ppl want options and agency. Don't tell them what to do.
Same thing for flying: they're 600x safer than cars, but ppl still fear them more because they drive the car and not the plane
Ppl want options and agency. Don't tell them what to do.
1. Most Advanced, Yet Acceptable
2. Test & iterate on the messaging
3. Address the biggest concerns & misunderstandings
4. Give ppl options & a sense of agency
2. Test & iterate on the messaging
3. Address the biggest concerns & misunderstandings
4. Give ppl options & a sense of agency
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