Email: How to best communicate complex business ideas? (Indonesia)
Quite tough to clearly explain complex ideas. If mastered can be a powerful, influential tool. Keeping things simple is extremely hard to do! Actually easier to add clutter to business presentations than to eliminate unnecessary details, condense.
In his book Leading, VC investor Michael Moritz tells story of 2 Stanford graduates who delivered most concise business plans he’d ever heard. Sergey Brin, Larry Page: “Google organises world’s information, makes it universally accessible.” In 10 words, that logline led to Google’s 1st round of funding. Pitch was crystal clear, had a sense of purpose.
Ideas should be easy to communicate, simple to remember. At 77 characters, Google pitch makes the grade. Steve Jobs was a genius at identifying ‘1 key’ he wanted audience to remember. iPod carries “1,000 songs in our pocket.” MacBook Air, “world’s thinnest notebook.” Apple executives repeat 1 sentence descriptions to present new products.
Sales professional for tech company tells IT buyers: “Product will reduce company’s phone bills by 80%.” 1 sentence stimulates customers curiosity. Want to solve a specific problem. Gives people a story to take to decision makers.
Each team member should deliver the same logline! Meant to stir up excitement, exploration like smartphones, cloud services. Loglines attract attention, are consistent, memorable, repeatable.
