The Curse of Knowledge: When You Don’t Sell Because You Know and Say Too Much.

Have you ever been talking to a client and seen growing confusion in their eyes?

That’s the Curse of Knowledge—a trap that salespeople, marketers, and experts fall into. Paradoxically, the more you know about your product, industry, or technology, the harder it is to persuade others to trust you and buy.

The Curse of Knowledge is so common that most people don’t notice it. It’s a pity, because it causes a lot of frustration and failure in both sales and marketing.

In this article you’ll learn:

• What exactly the Curse of Knowledge is and where it comes from.

• Why it ruins sales and marketing.

• How to recognize it in practice.

• Ways to overcome it and speak your customer’s language.

What is the Curse of Knowledge?

The Curse of Knowledge is a psychological phenomenon in which a person with extensive knowledge in a given area is unable to put themselves in the shoes of someone who doesn’t have that knowledge.

The result is the use of difficult language, mental shortcuts, and messages that are incomprehensible to customers. What seems obvious to the expert is completely new to others.

In such a situation, having knowledge and skills harms rather than helps—even though it seems paradoxical.

Where does the Curse of Knowledge come from?

The Curse of Knowledge is usually caused by:

• Spending time only with specialists — you adopt their way of thinking, vocabulary, and mental shortcuts.

• Projecting your own perspective onto the client — you start to think that since you see the world in a certain way, everyone else does too.

• Lack of honest communication — the client rarely admits they don’t understand something because it threatens their sense of self-worth. When you try to flaunt your professionalism, many people may feel overwhelmed and discouraged. They’ll nod along even though they understand half—or even less.

• Laziness — it’s easier to speak in slang than to explain. Thinking professionally and translating it into simple language at the same time is hard work. Not everyone wants to be a teacher for their clients.

• Ego — some experts believe that simplifying devalues their professionalism.

It’s always worth remembering that your client is not you and not a colleague from your industry. The client spends their time learning other things, has their own tasks and problems. They won’t devote hours to learning just to understand your professional industry slang. If they came to you for help, it means they are not a specialist in your field—if they were, they’d solve the problem themselves.

Why does the Curse of Knowledge ruin sales and marketing?

In one sentence: it discourages customers at every stage of contact with your brand.

Someone under the Curse of Knowledge may:

• cause misunderstandings and frustration,

• ruin negotiations,

• generate advertising messages that don’t reach anyone,

• and worst of all: start creating services and products that no longer meet customer needs—what’s the point of being a chef with 10 schools who makes the best foie gras in the country if customers in your area just want pizza?

Simple examples of the Curse of Knowledge

I’m convinced each of us has encountered a similar situation:

• SaaS — explains “hybrid clouds” when the client only wants to know whether their data is safe.

• Bank — advertises an “escrow account,” while the client asks: “Are my funds protected?”

• Doctor — talks about “hypokalemia and tachyarrhythmia” instead of telling the patient: “You’re low on potassium and that’s why your heart beats faster.”

• Architect — presents the “ergonomics of the functional layout,” while the client just wants to know: “Will the sofa fit in the living room?”

How to overcome the Curse of Knowledge?

Good news: you can beat it.

1. Listen to customers.

   Preferably those who know nothing about your industry. The less someone knows about the subject, the better. Their questions and lack of understanding are worth their weight in gold.

2. Test your messages on people outside the industry. 

   Family, friends, testers—if they don’t understand something, your clients won’t either. Test and adjust your message until it works.

3. Teach in simple language. 

   If the topic requires professionalism that can’t be reduced, use an accessible educational format:

   • short video,

   • blog article [LINK: blog],

   • client training.

4. Use content marketing. 

   Questions that come up in conversations with clients are ready-made ideas for materials: articles, webinars, videos.

For the curious: what do world-class detectives learn?

Writer William C. Taylor calls this the Paradox of Expertise: the longer you look at something from the same perspective, the harder it is to see new possibilities and patterns.

Amy E. Herman, a lawyer and art historian, created the Art of Perception program. She takes police officers, FBI and CIA agents to art museums—to see Picasso, Caravaggio, Hopper.

“The exercise is not about looking at art, but about talking about what you see. Or, very often, what you don’t see. Time and again, experienced observers miss key elements of a painting that carry important messages, overlook clues in the scene that indicate what is happening, or simply can’t describe exactly what is right in front of their eyes. Thanks to these sessions, they stop being afraid to change perspective,” Herman explains.

Participants are not allowed to use the words “obviously” and “clearly,” nor to point at the painting to describe its element. Instead, they must verbally present their observations to colleagues.

The effect? They learn to change perspective and then analyze evidence and situations at work more effectively

.Amy Herman’s seminar is an elegant way to break routine and a warning that even the most outstanding specialists can stop noticing the obvious.

It seems like a simple game with art, yet it sharpens skills and clears the mind. “In New York, the extraordinary is ordinary to us, so during training we always try to be even more aware as observers,” explained a deputy chief in one of the many enthusiastic reviews of the program.

Checklist: 5 questions to help you check whether you’ve fallen into the Curse of Knowledge

• Can I explain my product or service in 30 seconds to someone outside the industry?

• Does the client understand my advertising slogan without additional explanations?

• Do my marketing materials contain more features than benefits?

• Do I test my message on people who don’t know my industry?

• Has a client ever said, “This is too complicated for me”?👉 If you answered “yes” to even one question, it means the Curse of Knowledge is at work for you as well.

The most common mistakes resulting from the Curse of Knowledge

• Overloaded presentations—too much technical data, too few specifics for the client.

• Talking about features instead of benefits—“our system has 12 modules” instead of “you’ll gain 30% more time.”

• Using industry jargon in ads—slogans that only specialists understand.

• Assuming the client “will understand anyway”—no simple examples and analogies.

• Flaunting professionalism—communication that, instead of building trust, intimidates and creates distance.

  
  

Summary

The Curse of Knowledge and the Paradox of Expertise show that the hardest thing is to speak simply about what we know best. If the client doesn’t understand your message, they won’t buy—regardless of how good the product is.

There’s a nice saying: “If you can’t explain something simply, it means you don’t fully understand it yourself.”

That’s why it’s worth asking:

– Does the client really understand what I’m saying?

– Do I really see what’s in front of me?

Because simple language and a change of perspective often sell more than the most sophisticated professionalism.

Let’s talk!

Do you feel your company is speaking a language your customers don’t understand?

Or maybe your marketing campaigns aren’t working as they should, despite a great product?

I help companies break the Curse of Knowledge, simplify communication, and build a marketing strategy that truly sells.

You can work with me:

• during individual marketing consultations,

• or in an Interim CMO model, where I create and implement a marketing strategy in your company. Write via the contact form or to jakubpiotrgolebiowski@gmail.com, and I’ll reply within 24 hours.

  
  

FAQ – Frequently Asked Questions about the Curse of Knowledge

What is the Curse of Knowledge in business?

The Curse of Knowledge is a phenomenon where an expert forgets that their interlocutor doesn’t have the same knowledge or experience. In practice, it manifests as complicated language, industry acronyms, or technical jargon. Instead of feeling confident and understood, the client gets lost. This not only hinders sales but also weakens trust—no one likes to feel less competent. In business, the effects can be particularly painful: from failed negotiations to losing clients who choose the competitor’s simpler, clearer solution.

Why is the Curse of Knowledge dangerous in sales?

Sales relies on relationships and a clear value proposition. If the client doesn’t understand your offer, they won’t buy—even if your product is the best on the market.

The Curse of Knowledge:

• discourages clients already in the first conversation,

• ruins negotiations because the parties don’t speak the same language,

• makes marketing campaigns fall flat,

• leads to creating services detached from market needs.Imagine a chef who advertises “foie gras with a port reduction,” while customers simply want good pizza.

How to recognize the Curse of Knowledge in yourself?

Here are a few warning signs:

• Clients often ask for additional explanations.

• Interlocutors remain silent instead of asking questions—which means they don’t understand but don’t want to admit it.

• Clients nod without enthusiasm—say “uh-huh, sure,” even though they’ve understood little.

• Marketing materials sound smart but don’t trigger reactions or conversions.Also ask yourself: can I explain my offer in 2–3 simple sentences to someone who knows nothing about it? If not, that’s a sign the Curse of Knowledge is at work.

Can the Curse of Knowledge be completely avoided?

It can’t be eliminated 100%, because every expert grows and, over time, finds it harder to see through a beginner’s eyes. But it can be effectively controlled.

How?

• Test your message on people outside the industry.

• Listen to clients—their questions and misunderstandings are the best feedback.

• Use simple language—talk about benefits, not features.

• Create educational materials—articles, videos, webinars help explain complex topics step by step.

• Practice perspective-shifting—e.g., describing your offer as if you were explaining it to a child or a friend outside the industry.With these practices, the Curse of Knowledge stops being a barrier and becomes a tool for building a simple, effective message.

What are examples of the Curse of Knowledge in sales and marketing?

Plenty:

• A SaaS salesperson talks about “hybrid cloud architecture” when the client only wants to know if their data is safe.

• A bank advertises an “escrow account” instead of simply saying, “Your money is protected.”

• A doctor talks about “tachyarrhythmia” instead of explaining, “You’re low on potassium, so your heart beats faster.”

• An architect talks about the “ergonomics of a functional layout” instead of simply checking whether the couch will fit in the living room.Each example shows that lack of simplicity blocks buying decisions.

How to explain complex concepts to clients without dumbing things down?

Balance is key. It’s not about oversimplifying, but about matching the level of language to the audience.

You can:

• use metaphors and analogies (e.g., instead of “data architecture,” say “it’s like a library drawer system”),

• start with a simple answer, then add detail,

• layer your message: a basic version for everyone, with full details for those interested.This way, clients feel understood and experts keep their credibility.

How to avoid the Curse of Knowledge in marketing materials?

The best approach is the “customer’s language” principle:

• Show benefits instead of features.

• Avoid industry acronyms and technology names unless truly necessary.

• Create content in various formats—videos, infographics, blogs [LINK: blog]—because people learn differently.

• Test your message—show your ad slogan to someone outside the industry and check if they get it.This turns marketing from art-for-art’s-sake into sales-driving communication.