How do you get your message heard and remembered in a noisy world?

We’ve all seen it: a website that dazzles with big words but says nothing. A founder who knows their stuff, but loses people in the telling.

The truth is simple: if they don’t get it, they don’t buy it.

Whether you’re selling handmade chairs, estate planning, or a generational shift in leadership, clarity isn’t optional. It’s your edge.

The most dangerous trap for experts?

The curse of knowledge when you forget what it’s like to be a beginner.

The Curse of Knowledge: Why Experts Lose People

The more you know, the harder it becomes to explain it clearly.

So, you fall back on jargon. You hedge with nuance. You write in loops to sound smart.

But your audience isn’t impressed.

They’re confused.

And confusion kills trust.

Einstein’s Shortcut to Credibility

Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”

He wasn’t dumbing it down.

He was lifting it up, where more people could reach it.

That’s leadership.

Feynman’s Mirror: A Tool for Clarity

Physicist Richard Feynman had a method.

He’d take a concept and try to explain it to a 12-year-old.

If he couldn’t, he went back and learned it better.

In family business, try the same.

If your vision for succession, strategy, or pricing isn’t clear to your nephew, it probably isn’t clear to your staff.

The Power of Analogy

Steve Jobs called computers “bicycles for the mind.”

One simple sentence. A world of understanding.

Analogies are shortcuts across the bridge from expert to human.

Find yours.

Real-World Proof: Apple’s Secret Weapon

Look at Apple’s product names: iPhone. iPad. MacBook.

Look at their ads: clean visuals, one message.

No jargon. No tech-speak.

Just clarity and billions of dollars in trust.

Simplicity Isn’t Just Nicer. It’s Smarter.

64% of consumers say they’ll pay more for simpler experiences.

Simpler brands grow faster, retain better, and waste less time explaining themselves.

In short: simplicity sells.

Frequently Asked Questions

Q: But my business is complicated. Doesn’t that require complex language?

No. Complexity in operations is fine. But communication must be simple. If you can’t explain your value to a stranger in 20 seconds, you’ve lost them.

Q: Won’t I sound less intelligent if I simplify too much?

Actually, the opposite. True experts simplify. Amateurs obfuscate. Simplicity signals mastery.

Q: Should I “dumb it down” for my team or clients?

Never. Don’t dumb it down—clarify it up. Respect their intelligence by making your message easy to grasp.

Q: What tools can help me write more clearly?

Try the Feynman Technique, the Fog Index, or simply reading your message aloud. If you stumble, so will your reader.

Stop writing to impress. Start writing to connect.

Strip away what isn’t needed.

Use short words. Strong verbs. Human tone.

Test your message on someone outside your world.

Because in leadership, marketing, and legacy building, clarity is a gift.

It saves time. Builds trust. And moves people faster than any clever turn of phrase.

So before you press send or stand to speak, ask yourself:

“Would a smart 12-year-old get this?”

If not, go again.

Because when they understand, they follow.

And when they follow, everything changes.