YOU MIGHT BE MEASURING THE WRONG THING
Andrea Pacini —
In the 1940s, the U.S. Air Force had a problem: pilots were crashing fully functional planes.
Investigators blamed human error – until researcher Gilbert Daniels discovered the issue. Cockpits were designed based on “average” body measurements, but no single pilot matched the average.
The fix was to design for flexibility, not the average. Adjustable seats and controls saved lives.
It worked because they stopped focusing on how things looked on paper – and started focusing on outcomes.
Speakers often make the same mistake.
They judge success by surface-level signs: smooth delivery, remembering lines, polite feedback. That’s the “on paper” version of success.
The real measure is different: Did the audience feel something new? Did they understand what mattered? Did they act?
If not, adjust.
This reflection is adapted from Timeless Presenter, my book on the principles of communication that never expire.