
Williams' slip up was less surprising to those of us in the magic community,
who exploit the False Memory principle somewhat shamelessly. A lovely example came up
last night when the much-admired American magician Wayne Houchin lectured at
The Magic Circle. Among the items he
demonstrated and taught to us were: 1) Sucking a thread into his mouth and
pulling it back out through his eye 2) Swallowing a needle, followed by some
thread; then pulling the thread back out, with the needle attached. Later he advised us that it was a good idea to
perform both of these tricks in the same show – because False Memory Syndrome
kicks in. Audience members, he said,
come up to him afterwards congratulating him on ‘swallowing the needle and
pulling it back out through his eye’. “I just
keep quiet and thank them” said Houchin, “because that is a lot more impressive
than what I actually did”!
So the message for business presenters is: ‘Don’t let False
Memory get the better of you and your message’. I have written before in various ways about the need for high focus and
aiming for the ideal of basing your presentation around ‘one big message’. The
dangers of False Memory, it seems to me, provide another compelling reason to
maintain high focus. If you tell your
audience a list of things they might remember none of them; tell them one big
thing and you’re in with a chance. And if your audience members are anything
like Brian Williams - ‘America’s Huw Edwards’, according to Newsnight’s Evan
Davis - they might get that list of things mixed up to create a whole new
perception!
Finally, to anyone thinking of seeking help to exploit False
Memories to their benefit in the way magicians do, I would have to say: “that would
be devious; magicians are paid to be devious; it’s not such a good idea in the
business world! Let's talk instead about 'underlining' and 'bringing life' to your message."
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