In my 50-plus years in business leadership, I have returned to one key credo over and over again: Keep it simple, stupid. I’d love to take credit for this wisdom but in truth, the phrase was made popular by aeronautical engineer Kelly Johnson way back in 1960. Johnson referred to aircraft specifically, but I’d say the principle applies to just about any organization in just about any sector. When you simplify your communications style, you make life easier for those around you – including your employees and your customers. If you’re ready to pare back the fluff and focus on the big picture, I have advice for you.
When you are making a presentation or leading a group discussion, determine your main message ahead of time and make sure it remains at center stage. You can support your words with a few supporting numbers or examples, but you should aim to save the details for later discussions. Too many details can quickly overcomplicate the conversation and confuse your audience. Don’t be afraid to repeat your main message; in fact, you should take care to tie all other aspects of your presentation back to the big idea. The goal is to communicate as clearly as possible on the front end. If your boss or team members need further details, they’ll ask.
In my time at Tractor Supply Company, I can recall a time in which written memos ruled the day. Memos flew back and forth constantly, each one longer and more elaborate than the last. This created constant confusion for our store managers. With directions coming in from all sides, how is a manager supposed to know what to prioritize? Our solution was to streamline the communications process by requiring all store communication to go through a central control point. The result was fewer memos, and more clarity in the communication that did reach store leaders. This way, managers had more time for the important work.
In written communication, try to get your thoughts on one page and if you cannot, go back and start again. On any topic, you should be able to fit your big picture thoughts on one written page. The time for a deep dive will come – and you will likely find that more detailed information is best shared through a conversation anyway. Keep things simple — do not start presentations with unnecessary details. When I was CEO, emails of more than one page immediately got the delete button.
Now that we’ve covered quantity, let’s discuss quality. The clearest communiques use acronyms sparingly! Though acronyms are intended to simplify, they can have the opposite effect. What if your recipients do not know the meaning behind that jumble of letters? You risk derailing your entire message. If straightforward communication is your goal, do not allow yourself to be hindered by risky shortcuts.
A mentor of mine used to say: “When I ask what time it is just answer, don’t tell me how to build a watch”. When we get tied up in sharing everything, we communicate nothing. If you really want to get your main message across, take Kelly Johnson’s famous advice and just keep it simple.
published Nashville Business Journal
Having done business speaking professionally for almost 40 years, I find this advice from Joe to be invaluable: “Too many details can quickly overcomplicate the conversation and confuse your audience. Don’t be afraid to repeat your main message; in fact, you should take care to tie all other aspects of your presentation back to the big idea.”
Brilliant advice. Keeping it simple is the most effective strategy. Over complicating situations seems to be the norm these days.