Trouble Making Your Big Idea Clear?

The question I get most often from CEOs and founders when we inject clarity in their messaging is this:

“Is this always this hard?”

The answer is yes.

But with these simple ideas you can leapfrog 99% of people:

1 – BBQ Test 🍖
↳ Can you explain it to someone at a BBQ – and keep their attention?
↳ No jargon. No slides. Just say what you mean.

2 – Answer “So What?” ❓
↳ People don’t care unless you make them care.
↳ “This matters now because…”

3 – Share 1 Big Idea 💡
↳ Don’t create Frankenideas.
↳ What is the One Thing you want to get across?

4 – Create an Atomic Statement 💥
↳ One explosive sentence, simply expressed, packed with meaning.
↳ (h/t Will Storr)

5 – Run it through the Clarity Filter 🧽
↳ Is it: beneficial, focused, salient, empathetic, minimal?
↳ (h/t Ben Guttmann)

6 – Use Their Words 🗣️
↳ Tell your audience the story they would tell themselves.
↳ Match their mindset, not your expertise.

7 – Record → Review → Refine 🎙️
↳ What looks good on paper often sounds clunky.
↳ Speak it aloud. Refine until it flows.

🧭 Clear messaging isn’t about dumbing it down. It’s the only way to get an idea from your head into theirs.

❓ How do you ensure your message is clear?