14 Tips for Communicating Ideas
I’m doing a lot of speaking all of a sudden, related to my pre-launch plans around a new media company. I’m finding that there are certain skills in communicating the information and building understanding that are important and useful. I thought I’d pass on some thoughts along those lines.
Use Analogies
Okay, sometimes my analogies are bad, but the premise is still good. It’s important to be able to talk about something that interests you both in the “native tongue” of what you’re doing, as well as in the language of the person you’re speaking with. For instance, if I’m talking to someone who’s not into podcasting, and I’m explaining what my new business will be about. I say, “I’m just trying to be a whole bunch of different magazines in the magazine stand at the local bookstore.” It’s easy. They understand the building blocks: it’s not my store, it’s my magazine. It’s not my rack. It’s my magazine. Simple, easy to understand. I don’t have to waste a lot of breath.
Consider the following tips:
- Learn more than one way to present your idea.
- Practice pitching your idea on friends, strangers, supportive and hostile listeners.
- Tailor the way you talk about your idea to the person you’re talking with.
- Check in. Are they following? Let them ask questions.
- Use your audience’s words to explain your idea. You can correct misunderstandings later.
- Allow “white space” around the ideas. Don’t overwhelm them with content.
- Try to close with actions, even if that’s to get the person to critique the idea better than, “Oh, that sounds neat.”
Which leads me into the other half of this. I find that people pitch their ideas as if they’re never going to have a chance to talk about them ever again. Now, while that might be true when faced with the person in front of you at any given moment, you’ll have all the time in the world to practice. Don’t blow the person out of the water by overwhelming them with the guts of every aspect of the idea.
Distill Ideas
You have to convey the most understanding in the shortest time frame. This is very similar to the concept of an elevator pitch: how would you explain your idea to a captive audience in an elevator if you had only sixty seconds to make the pitch? Think along the lines of how you can best craft your idea such that it hits the major points while not overwhelming the listener. Here are some ideas:
- What are the BARE BONES of the idea?
- How few words can you use, and still get meaning across? (example: we fill up your ipod).
- Can you use “crossover” ideas. “Like TV and Radio, only two-way.”
- What is most confusing? Can you change it?
- Would a picture help?
- How much can be explained later without hurting the conversation now?
- What’s your next sentence, after this new, distilled one?
Ideas can be brilliant in your head and not translate well out of your mouth. Without understanding and buy-in from those you need to complete your idea, the information presented ends up being translated as “noise.” How can you apply these tips to ideas you have in your day to day life? Have you had this experience before? What other tips do you want to add to my 14?
–Chris Brogan writes about self-improvement and creativity at [chrisbrogan.com]. He’s working on launching Grasshopper New Media, an audio and video podcast media company.
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Comments
Aaron Uballe says on July 25th, 2006 at 1:13 am
I’m going to bookmark and come back and read when I’m trying to simplify an idea for someone :) Thanks a lot.
Btw, typo:”It’s not my rack. It’s my magaznie.”
neon says on July 25th, 2006 at 6:25 am
Don’t let fear to stop you communicating. Many ppl are just afraid to tell anything to strangers. Practice and the fear will lessen.
Marina Martin says on July 25th, 2006 at 8:15 am
Great timing! I just “brain dumped” this morning and realized I was stuck on how to describe my new company to non-technological types. I will definitely be keeping this piece close at hand while I brainstorm some blurbs.
Derek says on July 25th, 2006 at 9:26 am
Well said. I especially agree with the points you made about allowing your audience to check in, in order to collect feedback. Also, your point about white space was dead on.
One thing I would add is a statement of intention; telling your listener why you’re there or why what you have to say is important or interesting. It’s the same idea in writing a paper – tell them what you’re going to tell them.
So often people are too wrapped up in their own worlds and they start communicating where their thoughts are, not where the thoughts of the listener may be.
Ploiesti says on July 25th, 2006 at 11:20 am
Nice tips, I will definately keep those in mind cause I will soon have to deal with a lot of customers and comunicate my “new, fresh and better” ideas.
Thanks again.
Rob Cottingham says on July 26th, 2006 at 6:11 pm
Great tips, Chris. Can I offer two more?
First — In every speech I write, I look for a few little stories… and one big one.
The little stories are the jokes, anecdotes and concrete examples that illustrate an abstract point and make it real for an audience.
And the big story is the story of the speech itself. What’s the problem we’re facing? What’s the idea that can help solve that problem? And what’s the next step to take to make that idea real?
And second — before you start, ask yourself what you want whoever’s listening to do with your idea. Whether it’s to learn more about it or to storm City Hall, your goal should shape the way you cast your idea, the examples and facts you use to illustrate and amplify it… and, importantly, the way you wrap up.
Matthew Cornell says on July 26th, 2006 at 7:43 pm
Great stuff – thanks!
bidyut says on August 2nd, 2006 at 5:42 am
sometimes when i communicate with my clients it stands out to be first you then i situation . i want my ideas to be kept and understood well by my client. but as i become too formal i am unable to do it sometimes.please suggest me on it
Rob Cottingham says on August 2nd, 2006 at 7:13 pm
Bidyut, I can only speak to my own experience and that of my clients. But usually when they feel themselves slipping into a more formal communications style during a conversation, it’s because something about the situation is undermining their confidence. (That’s the same urge that drives some folks to start speaking in jargon and acronyms, by the way: “If I can mask the ideas in formality and arcane language, maybe they’ll believe me…”)
The only things that work are 1) brazen it out, which can actually work pretty well, or 2) if you can do it, confront whatever’s undermining your confidence. Is the listener’s attention waning? Try engaging them directly with a question about their own experience. Do you sense skepticism? Consider asking them straight up if there’s something that makes it hard for them to believe some premise of yours.
The good news is that Chris’ tips are all good ways of ensuring the situation never arises, and that your listener (or, ideally, your conversation partner) is giving you lots of cues that they’re engaged in what you’re talking about.