Below are my thoughts on how to communicate an idea. This method is also powerful to gain support (sell) for an idea. I’ve used the principles to sell products and services, recruit employees, pitch venture capitalists, interview for a job or school, and more.
Tell a story.
Humans evolved telling stories to each other around a campfire. I believe the best way to communicate an idea is to tell a story. Have a protagonist (main character). Have a climax. Have a dilemma. Have a bad guy. Humans don’t think in numbers, we think in anecdotes. Give anecdotes.
Personalize the story.
Make sure to answer the questions: What do you have to do with the story you’re trying to tell? Why is the story important to you? Bonus points if your story is a personal anecdote.
Meaning.
Meaningful stories carry influence. Does your story carry purpose? Does it communicate a purpose? Why is the idea you are selling me important? Will it help me grow? What does your story mean?
Avoid cliches and euphemisms
Make it unique. Overused phrases are the enemy. Please, no “it is what it is.”
Drama is memorable.
Have a dilemma. Make the dilemma relateable. Make the listener feel the emotion in their bones!
One-liners
What are the simple phrases in your story that “pop”? Maybe it is a simple quote from the protagonist at a turning point in the story. Include a few punchy, memorable quotes in your story. Make these one-liners simple and “parrot-able.” Parrot-able is when you can see others repeating the one-liner — like a parrot would.
Make it visual — “low-energy Jeb”
Humans think visually. Use descriptive words to help the audience picture imagery in their mind’s eye. Donald Trump thwarted Jeb Bush’s campaign for the Republican Presidential Nomination with these three words: “low-energy Jeb.” His audience could viscerally visualize Jeb Bush’s low-energy demeanor, which is not presidential.
Bonus points for funny or being vulnerable.
If you’re funny — go for it. Add a veneer of giggles to your story. I am not funny. I can’t do funny. But I can do vulnerable. Reveal an exposing fact about yourself.