The best communication tends to be simple. Whether it’s memorable phrases from history or literature “Jesus Wept”, “I came, I saw, I conquered”, great adverting slogans: Just Do It; Coke Is It, or important ideas expressed clearly: e=mc2 ; “The higher you climb, the harder you fall”.
On the other hand, our businesses, our strategies, our communications, all tend to be complex. This often leads to complicated presentations and confused communications.
In the work we do with funds, with businesses and with individuals, we help people explain complex ideas simply and clearly.
For example, during an IPO last year, we translated the eight key investment points the banks wanted into three clear memorable lines: Great Market, Great Product, Great Business. This worked so well with investors that the company is still using these lines 2 years later.
When you have a complex idea to communicate, we’d suggest exploring different ways to make it easy to understand. Some ways to do this include adopting metaphors, telling stories, incorporating analogies, or just stripping out irrelevant detail. In some situations we have found people so hung up on explaining HOW they do something that they forget to be clear on WHAT they do.
Being outsiders, we are in the privileged position of being able to ask simple questions (e.g. So how do you make money? What makes you special? So What?)
If you would like help making the complex less complicated, please get in touch.
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Mick May CEO, Blue Sky
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Erwin de Klein Head of IR, Saemor Capital
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Michelle Elstein Head of Business Development, Olswang LLP
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