“If you care about being thought credible and intelligent, do not use complex language where simpler language will do,” writes Nobel prize–winning economist Daniel Kahneman in Thinking, Fast and Slow.
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When you introduce a new or abstract idea, your audience will automatically search for something familiar to help them make sense of it. Introduce a novel metaphor and beat them to the punch.
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(highlight:: Any time you introduce numbers, take the extra step to make them engaging, memorable, and, ultimately, persuasive.
For example, by 2025 scientists expect humans to produce 175 zettabytes of data annually, or one trillion gigabytes. It’s simply too big a number for most people to wrap their minds around. But what if I said that if you could store 175 zettabytes of data on DVDs, the disks would circle the earth 222 times? It’s still a big number, but the description is more engaging because it paints a vivid image in your mind’s eye.)
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Transformational leaders overcommunicate. They repeat the mission so often, it becomes a mantra.
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