What we can learn from a great quote by F.L. Lucas about achieving clarity …
Transcript
Here's a quote by Frank Laurence Lucas that resonates a lot with me.
He asked the question:and how is clarity to be achieved?
He asked the question:Mainly by taking trouble and by writing to serve people rather than to impress them.
He asked the question:This attitude has served me unbelievably well in my communication.
He asked the question:I mean, wow effects to impress people are easy to achieve, right?
He asked the question:When in doubt just throw money at the problem.
He asked the question:Samsung, for example, has put entire orchestras on stage during their keynotes.
He asked the question:Wow effects rarely increase clarity, though.
He asked the question:In fact, you don't even need clarity to achieve a wow effect.
He asked the question:Aha moments are different.
He asked the question:You can’t buy an aha effect.
He asked the question:An aha effect requires effort, your own effort, your own time.
He asked the question:It requires you to do the work and think things through.
He asked the question:You'll have to see your audience to understand where they are coming from.
He asked the question:And what matters to them.
He asked the question:You’ll have to understand their language and be able to speak it so that you
He asked the question:can find the words that lead everyone in your audience to see what you see.
He asked the question:Aha effects require clarity.
He asked the question:In fact, they are not possible without clarity and clarity requires effort.
He asked the question:But it's worth that effort because while wow effects usually fade quickly.
He asked the question:Aha effects often last.
He asked the question:The best way to think about wow effects is as a door opener to your audience's minds.
He asked the question:But once you're in, lead them all the way to an aha moment, because
He asked the question:aha moments are what changes minds.