the wordswell brand development blog

These “recap” videos are always the best part of Apple product releases.

“Simplicity is the ultimate sophistication” according to Leonardo da Vinci.

He’s right.

The best teachers, consultants, pastors, artists, and leaders all do the same thing: they make the complex simple. Does what you do fall into any of those categories?

What should you do when you have to explain something complex? How do you make it simple? Find a metaphor.

If someone doesn’t understand something, figure out a way to say, “Well, it’s just like…”.

Is he still not getting it? Use careful examples. Starting a phrase with “For example…” is one of the most powerful ways to bring meaning to what you are saying.

In graphic design and web design, simplicity is achieved through the use of white space.

What’s white space? Well, it’s just like what you would have when you clear away all the hay to find the needle.

For example, look at how simple it was to donate to Haiti relief efforts through the way this iTunes store page was designed and written:

Adding by subtracting,

brody

P.S. You know that needle that your audience found so easily because there wasn’t any hay? They’re now using it to stitch with.

Republican:

Democrat:

When you look at something while listening to music, the thing you’re looking at takes on stunning new meaning. Music creates mood. That’s why great music is key in film and key in the communication of a message.

Music also implies story. Both music and story require the passing of time for them to even exist. Music is completely incoherent if all of the notes of a piece are played at once. Music only has meaning when notes are spread out over time and played in rhythm.

May I make an odd suggestion? Make sure that you have a strategic adviser that’s either a musician or someone who “gets” music deeply. Here’s why:

Music is art that is directly tied to time and process. What’s happening at any given moment only makes sense in the context of what has already happened and what will happen.

There’s movement. There’s change. There’s direction. There’s preparation. There’s fluidity. There’s purposeful tension and dissonance… that resolves. There’s story. And there’s meaning in it all.

Sound like something your organization needs? Music people get it. Have them write your song.

Then you can get others to sing along.

Clap your hands,

brody

P.S. Need proof? Watch this.

Mike Metzger of The Clapham Institute writes a weekly must-read piece called the Clapham Commentary.

Mike will often talk about the concept of “ordering your loves.” Let me explain how I understand the idea:

Imagine you have these 3 ideas, goals, or let’s call them “loves”: vacation, money, and time at home. Let’s first note that none of those things are intrinsically bad (or good).

If you love vacation more than than you love time at home, that will directly affect how you plan your year. Just because you love vacation more than time at home doesn’t mean you’ll never be home. Rather, one priority informs the other, and in this case, you’ll be heading to the beach!

Now, let’s say you love money more than vacation. All of a sudden, there is a different and higher priority that informs your decision making. Now, though you love vacation more than time at home, you may actually be more inclined to stay at home so that you can save money. It’s a worthy sacrifice because you’re responding to a greater love.

Here’s the twist: let’s say you love your family more than you love money. Now what do you do? Which is more critical to the success of that even-greater love: vacation or staying at home (or saving money)? Moreover, what is a greater love than even your family? Your career? God? The environment?

There isn’t an answer. But there is a guiding principle: How you order your loves will directly affect the decisions you make.

What does your organization love? What are the order of those loves? What hills do you die on – and in what order?

Do your customers care about knowing those things? Absolutely.

Go tell them,

brody

P.S. Wordswell is looking for a research intern.