We have seven words to propose an idea according to Andrew O’Keefe of Hardwired Humans.

7±2 words is about two seconds – which is our brain’s working memory with information says the Sydney based people-strategies- design author and consultant.

Our human instinct when we propose an idea, delegate a task or make a request is what he describes as First Impressions to Classify.

We don’t have much opportunity to raise a metaphorical or literal eyebrow.

We almost instantly classify ideas into binary categories such as:
* good/bad
* interesting/boring

Andrew O’Keefe has five guidelines for choosing your first seven words:

1. Plain language – so your point is processed easily by the listener or reader
2. Truthful – so you are believable and trustworthy
3. A single concept – as there is no space for more than one point
4. Emotional – so you trigger the appropriate feelings (and this is done by being specific)
5. No jargon – so you avoid the risk that the listener attaches a different meaning (emotion) to any terminology

Based on our Hardwired Humans brain, the reason your own first story has to be a Million Dollar Message (my words) is put by Andrew as:

“Jumping to conclusions might not be an endearing attribute of human nature. But given that’s the way we react and process information, we should use the instinct thoughtfully. It gives us the best chance of being understood and of communicating clearly.”

I believe we have longer than two seconds with our first story as we’ve tamed some of that first impressions classification process and can absorb more information.

But the principle remains the same.

Capture interest, invoke ‘tell me more’…quickly.