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The reality is that they did in fact know better than anyone on earth why the duo piano was worth preserving. But the Curse of Knowledge prevented them from expressing it well. The mission to “preserve duo piano music” was effective and meaningful inside Murray Dranoff, but outside the organization it was opaque. Several attendees later commented that they had sympathized with the question “Why would the world be a less rich place if duo piano music disappeared completely?” What’s so special about the duo piano? Who cares?

If you come to work every day for years, focused on duo piano issues, it’s easy to forget that a lot of the world has never heard of the duo piano. It’s easy to forget that you’re the tapper and the world is the listener. The duo piano group was rescued from the Curse of Knowledge by a roomful of people relentlessly asking them, “Why?” By asking “Why?” three times, the duo piano group moved from talking about what they were doing to why they were doing it. They moved from a set of associations that had no power (except to someone who already knew duo piano music) to a set of deeper, more concrete associations that connected emotionally with outsiders.

This tactic of the “Three Whys” can be useful in bypassing the Curse of Knowledge. (Toyota actually has a “Five Whys” process for getting to the bottom of problems on its production line. Feel free to use as many “Whys” as you like.) Asking “Why?” helps to remind us of the core values, the core principles, that underlie our ideas.