Simplicity is hard. That’s why it is valuable.

Simplicity is hard. That’s why it is valuable.

Simplicity is hard. That’s why it is valuable.

Simplicity is hard. That’s why it is valuable.

I am subject to one criticism more than any other. That what I do, and what I write, is too complex, too difficult to understand.

I am rather bad at dealing with this criticism, for two reasons.

Firstly, accepting that what you do is too hard for other people to grasp feels like arrogance. Like you are showing off about your own intelligence.

This is, of course, nothing to show off about. Communicating in a simple fashion ideas that you have spent years understanding and expanding, is what takes the greatest intelligence. Accepting that you can’t properly explain the things you say and do is really an acceptance of failure.

Which brings me to the second reason I struggle with this criticism: it means more work. I have to go back to the drawing board and revise and refine what I’ve done. I have to think harder, work harder.

This has become a constant process for me. Right now I’m re-writing my executive training course in Applied Futurism, teaching executives how to understand and respond to this age of high frequency change. New dates will be announced shortly (drop me a line if you’re interested in attending).

It’s had good feedback to date, but this time it will be even simpler. And as a result, more accessible, and more useful.

Engaging with a process

Getting to this point has led me to think more about how humans engage with information, and particularly with instructions. Instructions need context — without it they are meaningless. But everyone in my training sessions, or using my tools, brings with them their own unique context, depending on their cultural reference points, role, seniority and more. How do I ensure the relevance of the instructions so that they connect with the greatest possible number of people?

So far I have found three options:

  1. Lowest common denominator

What are the social, cultural and workplace touchpoints with which the greatest number of people identify? Focusing on these means you should at least reach a large proportion of the audience. But there will always be people you miss, and always the risk that your experience is so different to that of the audience that you miss people.

2. Query their experience

You can take a question and answer approach to key instructions and information into people’s own experience, letting them fill in their own context to the process. This should reach everyone equally, assuming they can articulate their own experience, but it places a greater burden on the audience, and there is always the risk that their experience doesn’t fit your expected parameters.

3. Primal drivers

The third, and perhaps most brutal option, is to focus on the bottom tiers of Maslow’s hierarchy: the most fundamental human needs that we all share. If you can communicate your instructions as a way to address these fears, risks and needs, then you should be able to find a language that the whole audience can understand.

I’m sure there are other ways to reach a large proportion of the audience and make new information and instructions accessible. These are working well for me so far but I’m always open to learning new ways. How do you do it?

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This article is by Tom Cheesewright. This post forms part of the Future of Business series. For more posts on this subject, visit the Future of Business page.

Tom Cheesewright

Futurist speaker Tom Cheesewright is one of the UK's leading commentators on technology and tomorrow. Tom has worked with a huge range of organisations across a variety of markets, to help them to see a clear vision of tomorrow, share that vision and respond with agility. Tom draws on his experience to create original, compelling talks that are keyed to the experience of the audience but which surprise and shock with unexpected facts and examples.

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