I first heard this rather dated concept at a recent Storybrand live training. How could I have missed it? I missed it because I’m blessed with an extra dose of this communications scourge.
The concept was conceived back in 1989 in an economics publication, and supported by research in developmental psychology and human behavior. It has been played out in the markets, entertainment, and even charades (why don’t my teammates understand what I’m pantomiming?). Look it up on Wikipedia for more fun references.