Simplicity from Complexity

This week, I have been taking a deep dive into how my employer deals with its main audience - Ontario doctors. I have learned a lot. The main thing is just how complex and long the process is for those doctors.

Repeatedly during the meetings I have had with colleagues, I have told them that our job is to take the complexity of that relationship and turn it into simplicity for our audience. Having thought about it some more, I now believe that all communication fits this category. This simplification may be easy, but most of the time it is very hard work. I once had a boss whose mantra was hard writing makes easy reading. I think this is another take on the same message - what we do may be incredibly complex and hard to understand, but I am going to ensure that my audience understands it.

Think of any effective communication you have experienced, be it written, spoken, advertisement, movie, visual - what sticks out is that it is memorable and easy to understand. Somebody took a lot of time to think it through and work, rework and revise relentlessly to get to simplicity. The challenge is that in the course of all that work, we can suck the life out of the communication and rather than effective and simple, it turns flatter than a pancake.

I think the only formula for success is to stay focused on the audience. How is this going to be useful and interesting for them? Not being able to focus on one audience or not having a clear idea of the message are two common ways to go off the rails early and often. Not having enough time to do it right, not fully understanding the audience are other ways to lose your way. There are many pitfalls.

But out of this comlexity comes the simplicity of audience focus. It is essential, but also incredibly easy to lose.

So, keep on focusing on your audience and never get tired of bringing yourself back to them. It is the foundation (but no guarantee!) of effective communications.

Thanks for reading!