Chapter 21
The Supposition Principle
By John Counsel
The Supposition Principle is crucial in all areas of business communication. It states that “equal time should be given to not being misunderstood as to being understood.” It’s designed to counter the Thirteenth Corollary to Murphy’s Law that says “If anything can be misunderstood, it will.”
The difficulty, especially in multi-cultural societies like Australia, the USA or Canada, is that so many cultural influences shape our perceptions that what we say is not always what people hear. Here’s a classic example:
An old chap visited his doctor, obviously distressed.
“What’s the problem, Archie?” asked the doctor, concerned.
“Well, Doc, it’s about them suppositions y’give me last week,” Archie replied.
“Suppositions?” queried the medico.
“Yair… y’know… them suppositions y’give me for me consternation! Well, they didn’t work, so I come back like yer said to,” announced the old fellow.
Bemused, the doctor probed a little further.
“Well, did you follow the instructions properly and place one up your back passage every night, like I told you to?” he asked.
“Arrr… well… not quite…” Archie muttered hesitantly. “Y’see, we don’t have no back passage at home, so I stuck ’em up the back verandah instead,” he continued.“But for all the good they did me up there, I might as well’ve shoved ’em up me BUM!” he exclaimed in disgust.
Two plain, simple words: “back passage”. Yet two entirely different meanings.
Check carefully that what you say can’t be misinterpreted, especially in your market communications, including your advertising. It’s diabolically easy to offend or confuse your customers and prospective customers. It’s safer — and easier, in the long run — to pull back (the Bow and Arrow Principle — Chapter 18).
Invest the time and effort to ensure that your message can’t be misunderstood.
Taken from
“Don’t Go Into Small Business
Until You Read This Book!”
by John Counsel
Small Business Books 1996
© 1996, 1997 by John Counsel
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