The Rule of Three: Key to Communicate Effectively

Humans are wired to recognize patterns as a way of understanding and processing information.

To communicate effectively, the pattern needs to be as small as possible. So what is the smallest number required to make a pattern? Three.

Three is the smallest number required to make a pattern.

And therein lies its power. In its many forms, the Rule of Three utilizes simple three-part structures to communicate complex ideas effectively. The pattern works because it is short. Memorable. Powerful.

Don't trust me? Let's take a deep dive into its history.

1. In Science: Newton's Three Laws of Motion
2. In Literature: The Three Little Pigs, Three Billy Goats Gruff, Goldilocks and the Three Bears, and the Three Musketeers
3. In Marketing: Nike's Just Do It, McDonald's I'm Lovin' It, and KFC's Finger-Lickin' Good

The list goes on.

While researching, I found out that MBB (read: McKinsey, BCG, and Bain) Consultants harness the Rule of Three to make recommendations to Senior Executives. So, whenever you are trying to persuade someone to do something, always present three reasons. Not 2, not 4, but exactly 3.

In my personal experience, I noticed that the Rule of Three is pretty effective in persuading people to take action. Why? Here are 3 reasons:

1. Crisp, Clear, and Concise: Your argument is small. Hence, it requires less mental muscle to understand.
2. Memorable: Your argument gets their attention.
3. Powerful: You sound confident, decisive, and structured.

Crisp, Clear, and Concise: Your argument is small. Hence, it requires less mental muscle to understand.

It all started in our childhood when we heard tales of Goldilocks and the Three Bears, Three Musketeers, etc. While growing up, we got introduced to information neatly gift-wrapped in groups of three. For example: "Mind, body, and spirit", "Blood, sweat, and tears", and "For the people, by the people, and of the people". In addition to this, research on Human Psychology has found that our working memory is best capable of remembering, at most, 3 or 4 chunks of information. Hence, structuring your argument into 3 reasons helps to present information in a concise manner, aids recall value, and filters out the most important (and relevant) key directives needed to make a decision.

Memorable: Your argument gets their attention.

Human beings are inherently indecisive. And, when someone comes along and says, "I've got 3 reasons why we should choose X", it sounds as if he knows what he is talking about. You are drawn towards him. In other words, presenting arguments in chunks of three makes it attractive. Attraction draws attention. And, attention sparks curiosity. Furthermore, curiosity develops into interest. And, interest helps to make the content memorable.

Powerful: You sound confident, decisive, and structured.

When you present ideas condensed into structured bullet points, it appears to be supported by a logical thought process - which enhances the credibility of your argument. This is precisely the reason why our teachers were on top of our heads all the time to present ideas in points and not paragraphs in examinations.

And, it is all right if you only know the first point. Once you start practicing the Rule of Three, you will discover that the other two points flow almost smoothly inside your brain. While you are delivering the first point, start thinking about the next two points and connect the dots to establish a coherent argument. It may seem daunting at first, but start from rock bottom. Use it in your daily life. Try it out for yourself with anyone. Friends. Family. Professors. In group discussions. Strangers in the metro. Anyone.

The impact is real. And I would encourage you to look for more research-based reports which outline the effectiveness and efficiency of this rule.

On a lighter note, I would not be surprised if you answered your mom's question, "What should I make for Lunch" using the Rule of Three the next time around.