From the course: 20 Rules for Visual Communication

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Rule 20: Commit to the truth and prove it

Rule 20: Commit to the truth and prove it

From the course: 20 Rules for Visual Communication

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Rule 20: Commit to the truth and prove it

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- Remember the rule that people care less than goldfish? When I first publicly relayed this information back in 2012, it was after reading a Microsoft study about attention spans. Attention spans, for the sake of the study, were defined as the amount of time somebody would spend reviewing the information or content in front of them before deciding if they wanted to invest even more of their time on it. When reporting their findings, Microsoft noted that average consumer attention spans were about eight seconds long. So I quickly took to the internet to figure out what animals had longer attention spans than humans to compare this to, and the data that I found about goldfish just seemed too perfect to ignore. But I want to take this opportunity to clarify something. The Microsoft study only captured the brainwaves of 112 people. At the time, I missed this key detail. Are the actions of just over a hundred people truly…

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