Of superlatives, false giants and hot air
- Olav Bouman
- 6 days ago
- 3 min read
Why exaggeration is so common in politics, science and professional life – and why this is rarely a good idea
Recently at a conference...
A young scientist begins his lecture with the words:
“My groundbreaking discovery will revolutionize the world of neuroscience!”
Three minutes later: It's about a better protocol for fixing rat brains. Nice. Important, even. But a revolution? Not really.
Welcome to the world of exaggeration.
Whether in the Bundestag, in the laboratory, or in the meeting room—everywhere things are being maximized, dramatized, and scandalized. What was once "interesting" is now "revolutionary." And what was "unclear" yesterday is now "a scandal of enormous proportions."
Why exactly? And what happens in the brain when people exaggerate – and when others believe them?
The neurobiological root: Why we respond to exaggeration
Our brain is an old guy in a modern suit . It loves clear messages, strong stimuli, and emotional surges—because it wants to conserve energy.
The limbic system, especially the amygdala, scans information for relevance and danger. And the stronger the emotional stimulus, the higher the neural attention.
This makes evolutionary sense: A shrill cry like "Fire!" saves more lives than a quiet "It might get warm." Useful in the jungle. On a talk show—often problematic.
System 1 loves drama
Daniel Kahneman distinguishes two modes of thinking:
System 1: fast, emotional, impulsive
System 2: slow, rational, differentiated
Exaggerations appeal to System 1 – and thereby generate quick attention, often without activating System 2.
A cheap but effective means of influence.
Politics: The stage of superlatives
Politicians are experts at exaggeration. Why?
Media logic: Only those who shout loudly will be heard.
Attention economy: Emotionally charged framing brings more airtime and clicks.
Cognitive simplification: Complex issues are reduced to crisp black-and-white narratives.
What gets lost in the process? Differentiation, trust – and often: truth.
Science: Between Hype and Hope
Science is supposed to be sober – but today it too lives in the tension between third-party funding, media presence and the pressure to be relevant.
"Our research could help defeat cancer." Could. In 25 years. Maybe.
The phenomenon is called “science hype”:
Vague hints become sensational headlines.
Conference titles contain more adjectives than substance.
The bar of expectations is so high that even solid results seem like disappointments.
The result? Disenchantment with science. And this is completely unjustified – but unfortunately also entirely understandable.
Professional world: Buzzwords and bullshit bingo
Even in everyday working life, the flipchart is exaggerated:
“We are the market leader!” (Middle-income residents under 40 in neighborhoods with L in their name?)
“We are radically rethinking.” (Meaning: We have changed the logo.)
“We are agile.” (…but only on Tuesdays.)
Exaggeration here is often an attempt to conceal insecurity, signal competence or simply keep up with the flow of constant marketing.
But this has side effects.
The risks of exaggeration
1. Loss of trust
People notice when they are being manipulated. Those who constantly exaggerate will eventually no longer be taken seriously.
2. Expectation trap
If you overpromise, you have to deliver. If you fail to do so, frustration will follow instead of progress.
3. Cognitive blunting
Constant superlatives lose their impact. “Historic,” “epochal,” “groundbreaking” – at some point, the brain no longer even twitches its synapses.
What to do? The neuro-intelligent approach
Speak honestly – and emotionally. Emotional appeal is important – but it must be credible.
Use storytelling instead of hype. A good story with real conflict and resolution is more memorable than an overly charged superlative.
Focus on differentiation instead of dramatization. Not every problem is a crisis, not every solution a revolution. And that's a good thing.
Understand your target audience – and respect their thinking. If you really want to reach people, you don't need a megaphone, you need empathy.
Conclusion: Less is sometimes more – especially in the brain
Exaggeration works in the short term—and is harmful in the long term. It tickles our limbic system, but undermines the foundation of trust, clarity, and genuine communication.
Or as an old charcoal burner once said:
“If the embers are real, there’s no need for a cream puff.”
Brain & Heart: Sharing knowledge – setting impulses.
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