Selling with Data - #38 - Simplifying complex ideas

Breaking complex topics down and making them understandable is a real talent. If you don’t have that talent naturally, though, I find it’s a skill that can be developed.

When working through complex topics, people fall into one of two groups: they either simplify or complicate. Unfortunately, many people tend to overcomplicate. They lose sight of their main focus and pack in too much until the idea collapses from its own weight – becoming a mix of multiple, conflicting concepts that are difficult to explain.

People who complicate:

• do not create or focus on a clearly defined problem statement.
• introduce random and disjoined topics.
• add additional ideas or suggestions that do not align to the core problem statement.
• do not establish a foothold before stepping to the next level.
• do not properly think through topics, prepare, or practice.

People who simplify:

• define a clear problem statement.
• spend time to unpack concepts and understand the basics.
• communicate points with clarity and structure.
• use pictures and big font text.
• use analogies to support their point.
• are selective about the number and quality of their words.
• practice and seek feedback.

Simplifying complicated topics by being crisp and to the point is a real talent. Those who can do it are typically highly sought after because they are effective at aligning people to a singular understanding. As technology and AI become normal conversation, the skill to explain complex topics in a simple way grows more important, especially for sellers and marketers. People follow people who simplify and provide clarity, especially for complex ideas.

Example of a clear and smart expert simplifying a complex concept

I worked with Rama Ramakrishnan, Professor of the Practice at MIT Sloan School of Management, about 20 years ago when we both were both at ProfitLogic. Rama is one of the smartest and most humble people I have ever met. His background is extremely impressive. He has driven innovations and solved problems around some the most complex topics including pricing, technology, supply chain, and analytics.

Earlier this month, Rama created this informal "explainer" on how ChatGPT was built. I really recommend scrolling through the explainer, both as one of the best explanations on ChatGPT but also as a great example of how to simplify a complex concept.

Do you have to be smart to simplify complex ideas?

I don't think so. In fact, the smartest people grasp concepts quickly and might feel frustrated if they have to break things down for others who might not be as quick as they are. Just because someone is smart doesn't mean they can simplify complex ideas. (Note: Rama is exceptional because he is off the charts smart and also curious, humble, and an unbelievable simplifier.)

I find curious people are the best at breaking things down because they cannot accept an unfamiliar concept at face value. They need to understand the foundational ideas. And if there is a new concept that is in conflict with something they believe, they need to understand why.

For me, it is my curiosity that pushes me to truly understand something before leaving it alone. This is something that my family and close friends make fun of me for because they know I am going to ask a million questions when trying to understand something new. I approach my curiosity with words like, "help me understand why xxx" or "when you say yyy, what do you mean" or "when this happens, I would expect this to happen, but you are saying this other thing happens instead, why?" I approach learning with the authentic desire to learn – not to challenge, but to understand. This is probably why I learn better in smaller settings where I can interact with the expert versus learning in a lecture hall. Once I can break down a complex idea to something that is rational and familiar, I can then build back up and explain it, ultimately finding a suitable analogy that captures the essence of the topic.

This video from Simon Sinek - "How to simplify concepts so you can teach them" - simplifies this point. Simon says: "My push to simplify concepts is so that I can understand them. There are a lot of things I don't understand, so I ask a lot of questions."

Here are tips to simplifying concepts so you can simplify and share effectively.

1. Force yourself to think it through. Use a scratch pad to write down the problem statement, the supporting facts, and iterate. Focus on a clear problem statement.
2. Compile relevant information. Once you have a clear problem statement, gather as much information you need, leaving out anything that isn’t aligned to the problem statement or essential to the topic. When you are an expert at something it can be tempting to share every detail, but remember your audience may not need or want to know all the details. Too much information can muddle your message and overwhelm your audience.
3. Break things down. Once you have a clear problem statement and relevant supporting information, distill the key concepts to the smallest parts. What are the main components? What are the smaller pieces that support those main concepts? View things from the perspective of a non-expert and look for holes that could confuse someone.
4. Organize the information. Assume your audience has little to no knowledge of the topic, so organize the content by building on foundational concepts to more advanced concepts. Start with the most basic information and introduce layers of complexity as you go. People tend to understand processes, so you can start from the beginning and move through a process. For example, first you start with this, then you do this, and this happens. Or, you can build on concepts to best facilitate comprehension by stepping up the complexity.
5. Use clear language. Replace big words with shorter, simpler words. Use short sentences. Avoid jargon, industry terminology and “insider” phrasing. Keep it simple. Clear, succinct, and non-intimidating language is the most significant thing you can do to make it approachable.
6. Use familiar analogies. Draw parallels between your information and simpler or commonly understood concepts. Your audience will connect more quickly with examples they know.
7. Practice and go slow. Think through the message so that it's clear to you. That will help make it understandable for others. When communicating the concept go slow, check for validation, and ask the person to repeat it back in their own words to hear what they heard.

I hope that this article was clear : )

Please leave a comment with any ideas or thoughts you have on breaking complex ideas down and communicating them effectively.

Good selling.