“There aren’t any stupid people out there”

26 01 2010

Thus spake Ben Goldacre, at his lecture on Risk and the Media at Darwin College, Cambridge last Friday. Check out the talk when it becomes available on iTunes shortly – it’s provocative, informative, and hilarious.

As a practicing NHS doctor, Ben’s argument was that he has seen hundreds, if not thousands, of people confronted with weighing complex evidence and making decisions with enormous consequences, and they do, with admirable comprehension, because they are extremely motivated to do so.

Psychology, for the record, backs him up. Motivated adults (and children) do better in IQ tests, in interviews, in jobs, in college.  Sometimes they do better than people who are, objectively speaking, smarter. You’ve probably heard the stories of people, in moments of great stress, displaying superhuman strength, because they’re highly motivated to save themselves or the ones they love.

All this, I can’t help thinking, gives the lie to the idea that we, as practitioners of best practice (which, as I like to say, isn’t always obvious) should simplify things, should dumb down, because we don’t think the people we need to convince can understand it. All that shows is a failing in us – we haven’t sufficiently convinced them that it’s worth understanding.

When people need to chew through complex medical studies which sometimes indicate differing things, potentially-conflicting medical advice, all while dealing with the stresses and strains of a health crisis, they manage it. They’re not stupid. Perhaps our job is less to manage the information flow for the people we secretly think are not-so-bright, and more to convince them it’s worth their while to show how bright they are.

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