book.chapter Strategy development

Effective presentations are crafted in such a manner that they simplify the complexity of ideas, thereby reducing the cognitive effort required for the audience to grasp the subject matter. This enables a broader demographic to engage with the content being presented. In essence, successful presentations are those that address the fundamental question of "Why?" by enhancing the audience's comprehension of the topic and motivating them to take action based on the information presented. To delineate what constitutes an explanation, it is instructive to first enumerate what it is not. An explanation transcends a mere description, which might be characterized as a bland or uninspired recounting of facts. While descriptions furnish specifics, explanations galvanize action. An explanation is distinct from a definition as well; it does not simply provide the exact and literal significance of a term. Although definitions can be useful, they do not always serve a practical purpose. Furthermore, an explanation is not a sequential catalogue of directives, which can be overly prescriptive to be genuinely helpful. Rather, explanations illuminate the significance of concepts. An explanation also differs from an elaboration, which can be likened to an overwhelming deluge of information on a given subject. Additionally, an explanation is not akin to a formal report, such as a detailed account one might compose about an event or experience. Nor is an explanation equivalent to an illustration, which is an exemplar provided to elucidate a concept. While an explanation may integrate descriptions, definitions, and illustrations, these components are merely facets of the overarching explanation. Explanation itself is the craft and process of rendering something comprehensible and clear. The creation of an outstanding explanation necessitates empathy—the capacity to empathize with your audience by adopting their vantage point. Superlative explanations are not rigidly structured; rather, they are organic extensions of your preferred communication style and your audience's learning preferences. Explanations transform raw data into information that is not only useful but also engaging and memorable. The benefits of delivering exceptional explanations are manifold and profoundly advantageous. Explanations engender interest—they incite a desire within people to delve deeper into the subject matter. A compelling explanation can captivate attention and prompt individuals to perceive familiar things from a fresh perspective. Explanations reduce the barriers to comprehension—they welcome those without specialized knowledge to venture into new areas by simplifying the complexities involved. A well-crafted explanation equips people to make more informed choices by providing them with a broader perspective. Explanations serve as an effective conduit for ideas—they can transmute a sterile assemblage of facts and figures into narratives that resonate with the audience's experiences. Memorable and engaging, great explanations leave a lasting impression. Explanations bolster confidence—they move away from the presumption that the audience possesses preexisting knowledge and instead lay a solid foundation of understanding. By delivering an explanation, you establish a groundwork that enables everyone to engage and contribute to the discourse. Explanations expand the scope of discussion by empowering people with the confidence that they comprehend the subject matter. Explanations facilitate a deeper understanding of an idea for both the presenter and the audience—there is a symbiotic learning process inherent in both the development and the delivery of a quality explanation. Another compelling reason for the value of explanations lies in a phenomenon prevalent across various fields, known as the "curse of knowledge." This phenomenon suggests that the more time one invests in becoming an expert in a particular domain, the more one incorporates into their thought process specialized jargon that is nearly indecipherable to an outsider, shorthand terms that facilitate communication with fellow specialists but remain obscure to the layperson, and foundational concepts that are second nature to an expert but utterly alien to a novice. The curse of knowledge is insidious; as you become more proficient, you inadvertently exclude those not steeped in your field of expertise. To counteract both the curse of knowledge and the challenge of explanation, it is imperative to strategize how to bridge the information gap. Envision an A-to-Z continuum representing the spectrum of knowledge about a topic. At one end, individuals possess scant knowledge; at the other, they are experts with profound understanding. When developing a new product, your team, through diligent research, moves towards the expert end of the scale. Early adopters, likely having sufficient background, appreciate your innovation. However, the mistake lies in assuming that the general market shares this level of understanding. The majority of potential customers may lack the requisite knowledge to be impressed by your product. The essence of crafting an excellent explanation is to transition the potential market from minimal knowledge towards expert understanding. Your explanation must be structured to appeal to the larger market segment with less familiarity rather than solely to industry insiders. In planning an explanation, consider where you stand on the knowledge continuum concerning the idea at hand, where your target audience currently resides on that continuum, the assumptions you may be making about their understanding, whether your explanations are tailored for those with extensive background knowledge, and how you can repackage your explanations to assume minimal prior knowledge. Consider how to move people along the continuum to the point where they recognize and value your offering and how to accommodate individuals at every point along the scale. In summary, the key to orchestrating an impactful presentation lies in addressing the universal inquiry: "Why should this matter to us?" Albert Einstein once remarked, "If you can't explain it simply, you don't understand it well enough." This sentiment underscores the notion that explanation is not merely a routine aspect of communication but a skill that can be honed and applied to achieve our objectives. Lee LeFever adds, "We all take explanation for granted. Because it is a natural part of how we communicate, the thought may never occur to us that explanation is a skill we can improve and put to work in achieving our goals. Explanation is a skill we can improve and apply to nearly every part of our lives." A brilliant idea, when poorly articulated, loses its luster, and the cost of this failure is immense. We all possess ideas, products, and services that, on their own merits, are of high quality. Yet, without the ability to effectively communicate these concepts, we limit their potential reach and impact.