We live in a world where sound bites rule the airwaves and tweeting contests among political candidates have replaced intelligent public debate. In business, the one-pager rules. Strategic plans are now compressed into placemats and funding requests into short pitch decks.
At the same time, the huge challenges we face as a planet—and the solutions needed to address them—defy easy simplification. If it were truly possible to boil climate change issues down into an infographic or blog post, we wouldn’t have anything to worry about.
So how do you communicate innovative ideas and information in a business and cultural environment that shuns the complex?
What doesn’t work
Faced with this dilemma, you might be tempted to swing to one of two extremes—to either over-explain intricate concepts or to reduce them to such basics that they lose most of their meaning. But as you may have experienced, either of those routes will lead straight to frustration, for both you and your audience.
“Dumbing down” ideas never works because it leaves you, the expert, feeling as if you’ve compromised accuracy and misrepresented reality. From the reader’s perspective, oversimplification also creates discomfort. No one likes feeling they’re being “talked down” to, and empty language can lead to more confusion than comprehension.
The strategic solution: communicate, don’t disseminate
To make your ideas heard, the key is to put communication ahead of information. Before you try to make your content clear, make sure it connects with your audience in ways that make it relevant and emotionally resonant.
To communicate means, literally, to “make common.” When you communicate, you connect with your audience to find common ground. Rather than trying to educate them and bring them into your world of expert knowledge, you meet them where they are and find ways to build on what they already know.
Communication is the opposite of dissemination. When you aim to disseminate ideas, your goal is to spread them diffusely. Like a farmer sowing seeds, you scatter concepts and data, hoping some of the content you sprinkle will somehow take root.
Communication gives you a more strategic approach. When you communicate, you cultivate the right soil conditions that will enable your ideas to take hold in your audience’s mind. You nurture a strong sense of connection with your readers, earn their trust, and grow the bits of knowledge they already have into a shared understanding.
The real source of clarity: human connection
Whereas dissemination disperses your energy and alienates many members of your audience, communication concentrates your effort and nurtures relationships. The human connection it creates results in writing that readers find clear, easy to navigate, and persuasive.
That’s right: clarity emerges from genuine communication. It doesn’t produce it.
When you’re trying to develop shared understanding of a complex topic, no amount of clarifying, explaining, elucidating, breaking it down, building it up, wordsmithing, or diagramming will work unless you first take the time to embrace your audience’s perspective. To create clarity, you must first connect with your audience in a way that establishes common ground.
And here’s the good news: when you prioritize communication over information-sharing, you simplify your job as a writer—without oversimplifying or distorting any of your meaning. When you view the world from your audience’s perspective, it becomes easy to adopt some basic writing strategies that create clarity, without sacrificing completeness or accuracy.
Here are three of my favorite basic strategies to get you started fostering genuine communication:
1.Prioritize what your audience cares about most, not what you care about. (Yes, that could mean NOT talking about YOUR favorite feature or benefit even if you find it so amazing you think everyone in the world should know about it.)
2.Listen closely to the exact language your audience uses. I’m sure you’ve heard the advice to “speak your audience’s language,” but you can speak their dialect only if you’ve first truly heard it. Don’t just avoid technical language that’s beyond the audience’s scope. Zero on in the specific words, phrases, and metaphors you’ve observed them using, either in writing or in conversation.
Bonus tip: When you’re in a live conversation with a potential client or investor and you hear them express an idea the same way more than once, start echoing that wording. By doing so, you’ll start creating a shared vocabulary, an insider language that you can incorporate in written messages and documents.
3.Lead with nontechnical terms and explanations. When we’re introducing a new concept or solution, our tendency is to start with an unknown term, define it, and then go on to explain it.
For example: Flexure describes the way the steel bar bends when the weight from the floor above it exceeds 40 pounds per square foot. We must minimize flexure in order to protect the ceiling of the glass aquarium.
That approach is fine for a text book, but it doesn’t foster communication because it begins by putting up a barrier in front of a nonexpert reader: the unknown term, “flexure.” If you don’t want to talk like a textbook, try the reverse approach. Start with an explanation in everyday language, and then provide the minimal amount of technical terminology the reader needs to grasp your point.
For example: To protect the ceiling of the glass aquarium, we must minimize the amount of bending (flexure) in the steel pipe.
When you lead with the nontechnical, you may be surprised to see just how few technical terms you really need to enable your reader to get your point. You may also be delighted to discover how much non-expert readers appreciate your taking the care to communicate in ways that feel simple and natural to them.
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