Yesterday I was confronted with a complex and technical topic to be presented to our customers. To be honest, it took me quite some time to fully grasp the full scope of the solution we offered, as well the associated business proposition.
Albert Einstein once said:
“If you can’t explain it to a six year old, you don’t understand it yourself,”
so I decided to take a helicopter view, apply the KISS principle and build a message house. As such, I iterated both the problem and the solution, until I could fit everything into an overarching value statement (roof) and three simple key messages (pillars).
The final result, was –at least in my humble opinion– a good piece of work. A short, sweet and simple presentation, not obscured by technical details, that explained the big picture, the pains and the gains on a handful of slides. I’m not sure if my six-year-old niece will understand it (yet), but there aren’t that many little Einsteins after all.
When driving back home last night, a composition by Charles Mingus played on my car radio, which made me remember another quote, attributed to this American jazz musician:
“Making the simple complicated is commonplace; making the complicated simple, awesome simple, that’s creative.”
Another creative day in the life of a business storyteller had passed. A day on which I look back with a simple feeling of satisfaction.