Translating complex topics into simple messages is a skill everyone needs.
It propels you towards your goals.
I was at an industrial automation conference this week. I sat back in one of the cold conference rooms at the Renaissance hotel as I listened to an expert panel discuss how information technology and operational technology intersect. Quite complex, yeah?
One of the panelists confidently leaned into the microphone to answer a question from an audience member.
“So we focus on the convergence of OT with IT to bring together the MES data to our ERP for the AV”
“What does AV stand for?”
“Oh yeah, advanced versions.” the panelist responded.
Everyone said “ahhhhh.”
She had abbreviated herself into her own world.
Abbreviations are meant to make things simple but they soon turn to jargons.
It made me think about how complexity affects the things we want.
Complex Con:
Big words
Complex lingo
Complicated sayings
People use them to sound intelligent and feel comfortable.
Abbreviations provide shortcuts but they only work well in areas we’re comfortable in like at work and conferences. Once you step out of that comfort zone, you’re exposed and unplugged from people who don’t reside in the comfort of your mind.
Zoom out and understand the computer software in that skull of yours.
The brain likes shortcuts and loves to save energy. If it has to do too much work to understand what’s being said, it checks out. That’s why your eyes glaze over while your partner’s aunt is talking (just kidding…). In an era of growing information, audiences (and the brain in their skulls) are looking for easy ways to cut through the noise.
They don’t need more information that adds excess luggage on their minds.
This is where you leverage the skill of translation, from complex to simple.
Your goal with communication is to reduce the cognitive load for the reader. Keep your communication simple so that people don’t think your voice is the snooze button.
Simplicity is the key to clear communication.
Join Simplicity Inc.
Make it simple.
There’s this Nigerian senator who got popular by dazzling people with big latin-type words. He said wild things like “the apropra shamsuha ritancouros proposrous.”
This guy was an actual lawyer who entertained crowds with his “big english.” A few years later, most people stopped listening. His complex words had worked against him.
When you realize the easier you make your message, the more impact it gets, you will train your communication style for simplicity.
It will help you focus your message, align people with your mission, and make your work more meaningful.
Here are 3 tools to begin the simple journey:
1. The 8-year old test:
If you can’t explain it to a child, you might not understand it yourself.
I was hanging out with my nephew a few weekends ago. I had my laptop open. He said: “Woooh, that’s a lot of code, what do you do again?” I said “hmmm, I help AI companies build their business”
“OK cool”
Then I asked “does that make sense?”
He said “yeah, sort of.”
I could have gone deeper “well not just AI, Industrial automation and I help with go-to-market and …” but he had already moved back to customizing his Roblox dragon.
It takes skill to explain to an 8-year old.
Prof. Richard Feyman was a famous American physicist known for his ability to teach complex topics like quantum physics in the most simple terms, using everyday examples and analogies.
“If you cannot explain something in simple terms, you don’t understand it”
~ Prof. Feyman.
Whatever you’re working on, try explaining it to an 8-year old to see if it passes the simplicity test.
If it doesn’t, you might not understand it well enough.
Go simpler.
2. The 2-syllables max:
The smaller the word, the bigger the impact.
Make your communication more simple by filling your sentences with words that are one or two-syllables long.
This simple wisdom goes back to the 11th century, when William “the Conqueror” rode across the English channel from France to conquer a part of England. He succeeded, bringing along with him the french (latin-based) vocabulary.
After the conquest, the ruling class – judges, bishops, and others – spoke this “new English” with the infusion of Norman French. It became the language of the courts, the church, and the governments.
The commoners, on the other hand, stuck with simple “old English.”
It’s made up of words with one or two syllables, while the latin-based words have more syllables. If you want to speak to a lot of people (the masses), use these 1-2 syllable words.
“I need to speak to my boss” – simple old English
“I need to speak to my superior” – fancy latin-based.
“My cousin’s house is next to mine” versus
“My cousin’s house is adjacent to mine.”
Draw the line.
The older words (at least in English) are simpler and connect better.
Don’t keep your nose in the sky like the nobles.
Connect with the people.
Shrink words to 1 or 2 syllables.
3. One big idea, quick:
Get to your point in 35 words or lose your audience.
Too many ideas clutter up a message. Let your communication be centered around one idea and get there fast.
Growing up, writing meant long pages, hitting word counts, and driving towards a conclusion.
You had to write like a Nigerian giving directions on a breezy day in Lagos.
You’ll start with a topic, then branch left before getting back on the main road, making a full turn at the roundabout, then going forward and forward and forward untiiiiiil you get to a stop sign that you’re not supposed to stop at, before turning right to get to your final destination.
Geez, by the time it’s done, AI has already replaced your job.
Guess who doesn’t have time for long stories?
The military.
Use their communication style “BLUF”, which means “bottom line up front.” It’s a communication standard that involves presenting the most important information at the beginning of a message.
Brevity breeds clarity.
Clarity inspires action.
Leaders and readers look for communication that saves them time. Research shows that you have 15 seconds and 35 words to capture the attention of a reader, otherwise they’re gone.
Here are a few points to keep in mind for this task of simple messaging around what’s important:
- State your big idea: Write the one thing you want people to remember first.
- Use the “so what” test: Ask “so what” three times to get to why the message is important for your audience.
- Be clear, concise, and specific.
Don’t hide behind fluff.
Put the main message at the top.
Use the BLUF.
The simple way….
Breaking down a complex topic into its most simple form is a beautiful skill.
It requires time to distill your message into clear communication that moves and inspires action.
Keep your communication simple by making it accessible to an 8-year old, using smaller words for bigger impact, and getting straight into the message.
I hope this framework helps you with your persuasion skills.
Yours truly,
Nifemi
