What Does it Mean to Be Helpful? with Scott Abel, The Content Wrangler

1. what does it mean to be helpful twitter: @scottabel @contentwrangler #idw2018 ? Scott Abel,The Content Wrangler Information Development World  November 27, 2018 Menlo Park, CA

2. november 2017 ziplining twitter: @scottabel @contentwrangler #idw2018

3. Scott Abel,The Content Wrangler Information Development World  November 27, 2018 Menlo Park, CA presentation 150th november 2017san jose, ca twitter: @scottabel @contentwrangler #idw2018

4. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM WITH SCOTT ABEL,  THE CONTENT WRANGLER THE CASE FOR AGENTIVE CONTENTFROM CHATBOTS THAT HELP TO AGENTS THAT DO twitter: @scottabel @contentwrangler #idw2018 november 2017san jose, ca

5. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM I HOPE TO  CONVINCE YOU THAT AND FOCUS ON CREATING AGENTIVE CONTENT SOLUTIONS THAT WORK ON BEHALF OF OUR CUSTOMERS WE MUST PRODUCE MACHINE-READY CONTENT twitter: @scottabel @contentwrangler #idw2018

6. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM WE’RE STUCK IN THE ASSISTIVE

7. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM WE’RE HEADING FOR AN AGENTIVE

8. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM WE’RE STUCK IN THE ASSISTIVE WE CREATE   CONTENT THAT HELPS  CUSTOMERS  COMPLETE TASKS BUT WE RELY ON THE CUSTOMER  TO DO THE TASK

9. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM ASSISTIVE DOCUMENTATIONEXAMPLE PUTS THE ONUS ON THE  CUSTOMER TO GET VALUE   FROM THE PRODUCT HP FORCES ITS CUSTOMERS TO DO THINGS THEY DON’T WANT — OR NEED — TO DO twitter: @scottabel @contentwrangler #idw2018

10. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM WE’RE HEADING FOR AN AGENTIVE ACT ON BEHALF OF USERS WE NEED TO DEVELOP  CONTENT SOLUTIONS THAT

11. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM WE HAVE BEEN CREATING THE SAME OLD TYPE OF LESS-THAN-SPECTACULAR CONTENT FOR DECADES THIS IS NOT ABOUT HP OR LASER PRINTERS IT'S TIME FOR CHANGE! twitter: @scottabel @contentwrangler #idw2018

12. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM WE NEED TO RETHINK WHAT IT MEANS TO SERVEOUR AUDIENCE twitter: @scottabel @contentwrangler #idw2018

13. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM HELPFUL I THOUGHT I WAS BEING presented the audience with facts, stats, quotes, and examples twitter: @scottabel @contentwrangler #idw2018

14. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM RESPOND BUT THE AUDIENCE DID NOT AS I ANTICIPATED ? ? ? twitter: @scottabel @contentwrangler #idw2018

15. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM didn’t they “get it”? how did they not have the ‘aha” moment I envisioned? twitter: @scottabel @contentwrangler #idw2018

16. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM perhaps it was the about which I was unaware at the time brain tumor twitter: @scottabel @contentwrangler #idw2018

17. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM as it turns out it was probably not the brain tumor twitter: @scottabel @contentwrangler #idw2018 the curse of knowledge

18. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM a cognitive bias — one party assumes that the others have the background knowledge needed to understand twitter: @scottabel @contentwrangler #idw2018 the curse of knowledge what is the curse of knowledge?

19. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM twitter: @scottabel @contentwrangler #idw2018 our level of knowledge interferes  with our ability to see the world from another’s perspective sme’s management legal existing customers

20. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM when we know a subject very well, we have a difﬁcult time knowing what it’s like not to know it twitter: @scottabel @contentwrangler #idw2018 the curse of knowledge

21. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM twitter: @scottabel @contentwrangler #idw2018 the curse of knowledge let’s test this out with two volunteers volunteer 1 tapper volunteer 2 Listener tapper taps out well-known song on table; listener guesses the song

22. SCOTT@THECONTENTWRANGLER.COM @SCOTTABEL THECONTENTWRANGLER.COM twitter: @scottabel @contentwrangler #idw2018 the curse of knowledge what is basic knowledge to one person  might be completely foreign to another big lesson

23. you know helpful when you experience it … just as you know unhelpful when you experience it … Associate Justice (1958—1981)  United States Supreme Court Justice Potter Stewart twitter: @scottabel @contentwrangler #idw2018

24. when you see it you know helpful twitter: @scottabel @contentwrangler #idw2018

25. organizations are working to make their content   easy to understand twitter: @scottabel @contentwrangler #idw2018

26. Lookfor ways to make your content the 5 Cs helpfulcontent is empathetic valuable useful clear concise consistent considerate convenient twitter: @scottabel @contentwrangler #idw2018

27. questions to ask about your content Scott Abel,The Content Wrangler Information Development World  November 27, 2018 Menlo Park, CA how will the content you plan to create meet the needs of your audiences? how will you  measure success? which audiences?which needs, exactly? helpful or not? twitter: @scottabel @contentwrangler #idw2018

28. if content is king then context is the kingdom twitter: @scottabel @contentwrangler #idw2018

29. incorrect assumptions damage experiences what Target assumed small, stuffy ofﬁce spaceproblem: purchase a small fansolution: shop for informationstrategy: twitter: @scottabel @contentwrangler #idw2018

30. helpfulness offered helpfulness offered helpfulness offered return? I’ll try this! neither one! twitter: @scottabel @contentwrangler #idw2018 who said anything about a return? I guess I have no other choice where is the  content I need?

31. let me tell you a story twitter: @scottabel @contentwrangler #idw2018

32. meet Carla documentation manager Carla thinks that improving the quality of the content her team produces should improve  the customer experience and in turn lead to a reduction in customer complaints multinational medical devices ﬁrm competitors encroaching customer complaints rising conﬁgurable products twitter: @scottabel @contentwrangler #idw2018

33. twitter: @scottabel @contentwrangler #idw2018 traditional technical documentation approaches are preventing her team from creating content of value that meets the needs of both her company and its prospective and existing customers Carla realizes that…

34. Carla has noticed that the support team spends considerable time explaining to customers how their products work Carla works with others to discover the problem meets with the support team twitter: @scottabel @contentwrangler #idw2018

35. twitter: @scottabel @contentwrangler #idw2018 she learns that both prospective and existing customers complain that the content provided by her team is confusing and frustrating to use by collaborating with others

36. Carla’s research uncovers an unexpected challenge her team has an twitter: @scottabel @contentwrangler #idw2018 problem explanation efﬁciency over understanding they’ve focused on

37. twitter: @scottabel @contentwrangler #idw2018 an explanation framework that will help her team focus on creating understanding,   instead of just the efﬁcient publishing of facts understanding over efﬁciency fortunately,  Carla discovered

38. Carla discovered that an explanation framework could be used to help her team explain ideas in the most helpful ways possible twitter: @scottabel @contentwrangler #idw2018

39. twitter: @scottabel @contentwrangler #idw2018 the explanation scale overcome the curse of knowledge using

40. reach of current explanations more understandingless understanding potential market A B C D E F G H I J K L M N O P Q R S T U V W X Y Z • • • • • • • • • • • • • • • • • • • • • • • • • • leaderspractitionersearly adopters goal: move to right the explanation scale the curse of knowledge

41. the curse of knowledge cripples your ability to make accurate assumptions the curse of knowledge humans favor plausibility over accuracy we need the appearance of truth to see something as credible or believable

42. the curse of knowledge prevents us from understanding how our language sounds to those outside our organizations the curse of knowledge explanations fail when we are unable to translate the language of our work to the language of a potentially underinformed audience

43. reach of current explanations more understandingless understanding potential market A B C D E F G H I J K L M N O P Q R S T U V W X Y Z • • • • • • • • • • • • • • • • • • • • • • • • • • leaderspractitionersearly adopters goal: move to right the explanation scale everything starts with why how becomes important explanations stories case studies use cases processes case studiesexplanations procedures best practices

44. reach of current explanations more understandingless understanding potential market A B C D E F G H I J K L M N O P Q R S T U V W X Y Z • • • • • • • • • • • • • • • • • • • • • • • • • • leaderspractitionersearly adopters goal: move to right the explanation scale everything starts with why how becomes important explanations stories case studies use cases processes case studiesexplanations procedures best practices

45. Carla discovered that an explanation framework could be used to help her team explain ideas in the most helpful ways possible twitter: @scottabel @contentwrangler #idw2018

46. Create content that makes it easy for others who “get it” to quickly and effectively explain it to others goal needs • standardized product descriptions terminology definitions tactics • audience needs analysis • content inventory • content model creation • assumption testing • incorporating lessons learned

47. what does it mean to be helpful twitter: @scottabel @contentwrangler #idw2018 ? Scott Abel,The Content Wrangler Information Development World  November 27, 2018 Menlo Park, CA

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