“Would you like to donate to breast cancer?”
That’s what the cashier asked as I was checking out at Duane Reade the other day. Of course I understand that she was asking me for a donation to fight breast cancer and not for a donation that would give someone cancer.
Similarly, there are programs at hospitals for “Domestic Violence Advocates” – these laudable individuals rush to the hospital, often late at night, when a victim comes in having been attacked or raped and help see her (usually it’s a her) through the unfamiliar, and scary, hospital process. But no one really thinks the title of “Domestive Violence Advocate” is someone who advocates for domestic violence. That would be absurd.
There’s value to society in figuring out norms and means for communication. We shrink “would you like to donate some money in order to conduct research that is focused on finding a cure for breast cancer” to “would you like to donate to breast cancer.” We lose some specificity, and if an alien came from outer space they might wonder why we’re so demented as to promote cancer, but that’s not really such a concern.
At the same time, figuring out what those shortcuts are can often lead you to an area ripe for disruption, a new product, startup, or a new way of looking at things. Communication shortcuts are just assumptions, examples of “this is always how it’s been done,” and often you can unleash great power and value when you question those very assumptions. And that’s what went through my head on the way from Duane Reade back to my office.
PS: Donate to the American Cancer Society or DOVE (Domestic Violence Ended), two very worth organizations, today.
