We are not as smart as we think we are.

We're busy and distracted in a world that is incentivized to continually make us more of both. The only things that work, the only messages that cut through the noise, are sharp, clear, and direct.

We’ve all been advised to “not judge a book by its cover,” to “not count your chickens before they hatch,” and that “Rome wasn’t built in a day.” Maybe for you, what comes to mind is something political, like Patrick Henry’s revolutionary “Give me liberty, or give me death!” or more recently, Barack Obama’s “Yes We Can.”

Now think for a second about the other few thousand messages you heard in the past 24 hours –things told to you, like ads, warnings, instructions, or even things you’ve sought out, like articles, social media posts, or stories.

How many of them do you actually remember? How many of the things that you’ve said, do other people remember? Do they actually even hear what you’re saying?

The answer is simple. Literally. Simple. Regardless if these messages are trying to get your dollars, your votes, or just your thoughts, the most effective messages all share one thing. They-are-simple.

Ben Guttmann is interested in the things and ideas that move people - why we make the decisions we make; why we vote for who we vote for; why we buy the products we buy, and ultimately, why we do what we do.

We did a deep dive into his new book, Simply Put: Why Clear Messages Win-and How to Design Them. It emphasizes the importance of clear communication, and we discussed why he believes clarity is such a critical skill, both personally and professionally. Simply Put offers strategies for simplifying complex ideas and messages. Ben stepped me through the key principles and techniques listeners can use to streamline their communication effectively.

It was a fun and informative conversation with one of the best. Ben’s work is a gift to not only his students, but to all of us who want to communicate more clearly, and simply.