Read this, because you know you want to

Read this, because you know you want to

There’s a good chance you’re reading this because of the word because.

But before I explain myself, I want to tell you a story because it continues my theme of simplicity.

I was reminded of this story when a reader – thanks Nick T! – shared with me a photo of a deidentified form.

On the form, under the radiologist’s report, was ‘NOPE’.

Apparently, a team in Emergency agonised for 20 minutes about it, until they realised it meant ‘no P.E. (pulmonary embolism)’.


One day, in a General Practice Registrar education organisation in which I worked (I’ve done a lot of time in medical education, both undergrad and postgrad), the ebullient executive assistant didn’t know whether to cry or laugh.

She waved her hands about, while wiping tears away, explaining that she’d spent the last half an hour in agony over an acronym she didn’t recognise.

To be clear, we drowned in acronyms on a daily basis.

Heidi was wringing her hands because the board report had to go out; it had a hard deadline.

The clock was ticking.

She didn’t know who to ask.

… and then realised it wasn’t an acronym at all, but the word, ‘apt’.

Now, to the word ‘because’.

The word ‘because’ has been demonstrated over and over again to be the most persuasive word in English.

This first happened in 1978, when a Harvard Professor named Ellen Langer ran a series of experiments to determine whether humans behave rationally.

Nope, they don’t.

In a series of questions – one with a good reason, one with a bad reason, and one with no reason – Langer found that just having a reason increased compliance by 50% or more.

Search the internet and you’ll find others who have replicated it, with the same outcome.

A bad reason is something that is obvious, or even silly.

Like, “excuse me can I cut ahead of you because I need to pay quicker?’

Or, to someone using a photocopier, ‘can I use this copier because I need to make copies?’

Using the word need alongside because isn’t necessary. The point is to have a reason, however you construct it.

Think about what this means for your content operations, because if you’re not getting compliance with deadlines it could be because your delegates don’t have a reason.

People love to have reasons for what they do.

Give them reasons and see your compliance rates soar!

Just… Maybe avoid acronyms when you do it.

I’m telling you this because there are so many ways to use it. Selling more is an obvious one; but selling to your team your content creation needs, content changes, or new projects has just gotten easier for you.

Which reminds me –

If you are wanting to level up your output in the new financial year, open a discovery call with me right now because I’ve got capacity to work with you from 1 July.

I’ve gotten rid of bookings and real-time calls because it’s easier on everyone to be asynchronous: You can literally handle it when you get a 5-minute space, which is more efficient in every way.

All you have to do is go to and leave a video message with your ideas.

And I’ll come back to you with my thoughts for free because I want you to have them.

Thoughts, not a sale, because you’ve got enough of that already:


Leticia “because why not” Mooney

Leticia Mooney

The Brutal Pixie is Leticia Mooney. Race: Eladrin, Class: Publisher. --- Leticia is Australia's foremost authority on publishing in a business context. She ghostwrites for, and advises, entrepreneurial individuals in the professional services.

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