Words, Names, Labels
Labels freeze units of thought, making patterns distinct and communicable, but also risk oversimplifying fluid situations.
THE IDEA
Words, Names, Labels
In de Bono’s account of how labels organize thought:
When a unit is obtained by dividing up a total situation or by putting together other units it is convenient to ‘fix’ that unit by giving it a separate name. The name is separate and unique to itself. The name establishes it as a pattern in its own right instead of just being part of another pattern. Having a name gives a unit much greater mobility since it now becomes more sharply divided off from its neighbours and comes to exist on its own. A name is especially useful for combining different units together to give a new one. The new unit only exists in so far as it is given a name. Without that name it would dissolve back into its separate parts.
The use of names for units is essential for communication. Names make it possible to transfer a complex situation a piece at a time.
To be of any use in communication the names must be fixed and permanent. Once a name is assigned to a unit then the shape of that unit is ‘frozen’ because the name itself does not change. This fixity of name is vital for communication and it is also useful for understanding a situation. In understanding however one does not actually have to use names though most people find it convenient to do so.
When to use it
Introducing a new technical term in a research paper to precisely describe a phenomenon.
Branding a product category (e.g., 'smartphone') to distinguish it from older devices and enable market communication.
Using jargon within a team (e.g., 'sprint') to coordinate complex tasks efficiently.
Labeling cognitive biases (e.g., 'confirmation bias') to help individuals recognize and mitigate them.
FROM THEORY TO EVERYDAY LIFE
In practice
Creating the term 'synergy'
A team uses synergy as shorthand for a proposed benefit from combining efforts. The label makes the idea easier to discuss, but the benefit still needs to be demonstrated, and the idea could be described without that particular word.
Labeling emotions in therapy
A therapist and client give a recurring feeling a name so they can discuss when it occurs and what it involves. They can revise the label if it obscures differences between experiences.
A MOMENT TO REFLECT
Put it to work.
How does giving a new name to a recurring problem change the way you approach it?
What risks arise when a label becomes too fixed and prevents you from seeing the fluidity of a situation?
What concept in your field became easier to notice or discuss after it received a name? What does the label leave out?
CONTINUE THE CONVERSATION
Source texts
- Lateral Thinking A Textbook of Creativity (Edward de Bono)