Explain it to Me Like I'm Five: The Power of Simplicity in Storytelling

"Let's back up for a second. Explain this to me like I'm five." Anyone who's been in a meeting with me has likely heard me say some variation of this. And I don't only say it because Michael Scott says this to Oscar in a fantastic episode of The Office while trying to wrap his head around the concept of a budget surplus (you can watch it here for a solid laugh). No, I lean on the explain it to me like I'm five mentality because it strips out all the crutches of acronyms or technicality and forces someone to clearly define what the hook is, where the value is, what's most important to the concept, and even what's potentially missing altogether.

Albert Einstein famously said that "if you can't explain it simply, you don't understand it well enough." In any situation, work-related or not, the ability to simplify complex ideas isn't just something that is consistently appreciated, it's also a gigantic differentiator that can have a huge impact in aligning your team or your clients or your audience around a common understanding that's pivotal in getting where you want to be.

This is increasingly important in an era of information overload. In the media and advertising world where I live, there is an endless flow of new platforms, exchanges, technologies, and channels emerging almost daily. We are constantly collecting data and have access to more of it than ever before -- something that is undoubtedly an advantage versus less data -- but also kicks the door open to scenarios of over-thinking and over-engineering the strategy. I consistently see folks juggling an endless array of metrics whether they're actually applicable or not; click-through rates, impressions, engagement metrics, video completion rates, consumer sentiment, conversion rates, and the list never ends. Metrics are vital for measuring aspects of success, but in many instances they also cloud the focus on what's actually important.

Meaningful distillation is key but so often skipped, and without it you will absolutely fall behind those who have made it a priority in their process.

I was fortunate to have several hours of compelling conversation at dinner last week with some incredibly smart folks, among them Seraj Bharwani -- the co-founder of Digitas who is currently Chief Strategy Officer at illumin , and who is absolutely a pioneer in the digital media space. Something he highlighted so well during our discussion: at its heart, media & advertising is about storytelling, both internally to define your approach and externally to communicate your message. It's absolutely pivotal that the story you tell is straightforward with clearly defined connection points. What are you trying to say? Who are you trying to say it to? What do you want those people to do? Why? All of this cuts right back to the core of the importance of making the complex simple. Embark on a quest to find the most direct path that inspires the action you're looking for, whether that's getting someone to think of your brand, buy your product, or subscribe to your service.

As a final thought, a man who made some of the most intricate and beautiful art in history, Leonardo da Vinci, noted that “simplicity is the ultimate sophistication.”

Don't make it your goal to get sophisticated -- make it your goal to simplify meaningfully and the sophistication will follow.

#DataToInsight #Storytelling #BusinessStrategy #ClarityInComplexity #Leadership #MarketingScience #MarketingLeadership #MediaInnovation #FutureOfWork #AITransformation #Advertising #Marketing #ThoughtLeadership #Media #Creative #Strategy #HumanExpertise #Innovation #Collaboration #AI #LinkedIn #Career #Simple #Complex #Data