Have you ever read a press article that’s a little too long? Or listened to a speaker who makes one point too many. Or lost interest in an ad before it ends?

Effective communication is not about what you want to say, it’s about what you want people to hear. In a world where algorithms decide what we see or hear, there’s still an important role for humans to play. That’s because we understand how other human brains work.

Our brains evolved to protect us from harm. As part of that protection system, we like to have choices. If we don’t have a choice in a dangerous situation, we may not find a way out. But if we have too many choices, we can get confused and make the wrong choice, which could also lead us into harm. So, the brain likes to have choices, but not too many choices.

The brain also likes patterns and wants to find them quickly. And it just so happens that three is the smallest number required to make a pattern. Three’s combination of pattern formation and brevity produces instant comfort, and therefore helps us communicate more memorable information.

Three choices enabled Goldilocks to avoid the porridge that was too hot or cold; helpings that were too big or small; and select the dish that was just right. Alexandre Dumas named his heroes ‘The Three Musketeers’, even though there were four. Would Charles Dickens have been as successful with only two Christmas Ghosts?

In sport, the winner receives the Gold medal. Second place gets Silver and third place Bronze. There are no more medals because the human brain either does not care or remember who is beyond third.

So, if you are writing a presentation, try to present things in clusters of three. Offer three main ideas and present those ideas in bullet points of three. When you talk to the media, focus on three key points.

When you are talking to other people, avoid the temptation to carry on speaking until you have run out of things to say. Decide on three messages you want them to hear.

Steve Jobs applied the rule of three in nearly every product launch he made. When he launched iPhone in 2007, he claimed Apple would be introducing three revolutionary products: a new iPod, a phone and an Internet communications device. Jobs repeated each item slowly until the audience understood he was talking about one device. Watch him do it on You Tube – Steve Jobs introduces the iPhone.

The power of three may make you a clearer speaker, a better understood leader and a more appreciated spouse or parent.