Writing Scripts That Make Complex Ideas Simple

After 30 years behind the camera, I see this mistake everywhere. We cram too much into one video. Too many ideas. Too much information. Too much complexity. The result? People get lost. They tune out. Your message disappears. Here is what works: One video. One idea. If you teach something complex? Break it down. Create a series. Each video explains one piece. Think of it like this: Instead of serving a seven-course meal on one plate... Serve each course separately. Let people digest one idea at a time. I just recorded a video about this. It is simple advice that changes everything. Short videos work better. Clear messages connect faster. Simple explanations build trust. Your expertise is valuable. But only if people can understand it. So here is my challenge: Take your most complex topic. Break it into five simple videos. Record them this week. Less complexity. More simplicity. More impact. That is how you help people. That is how you build authority. That is how you grow. --- Ready to simplify your message and create videos that connect? I will coach you through breaking down complex ideas into clear, simple content. Your expertise deserves to be understood. Keep It Simple 🎤

Leonardo Da Vinci said, "Simplicity is the ultimate sophistication." Turns out, the ideas that spread aren't always the best ones -- but they are usually the sophisticatedly simple ones. I recently spoke at a large organization about the transformative power of simplicity and its pivotal role in communication — particularly for creative executives looking to make their mark. Take Dropbox, for instance. Today, it's a colossus in cloud storage, but rewind to its inception, and you'll find a starkly different story. After launch, a meager 5,000 sign-ups trickled in over several months. Why? The concept of the cloud baffled users. Fears and doubts clouded their understanding: Are my files on public display? Are they safe? Then came the simplicity switch. On the advice of an investor, Dropbox crafted a 74-second explainer video. Stark. Simple. Stick figures on a white background, nothing more. No tech jargon, no frills. This video didn't just explain; it demystified and connected. The result? Over 74,000 sign-ups in one weekend. The product didn't change, but its perception transformed entirely. This is why an elevator pitch or a crisp explainer video is non-negotiable for every piece of signature content you create. It's not about dumbing down; it's about clarity, about finding the essence of your idea and presenting it in a way that resonates instantly. Before launching Pennymores, my wife told me she wanted something simple to send to her family. I only had 24 hours, but we distilled its essence into a captivating trailer. The outcome? When I shared that same video trailer on Goodreads, a staggering 22,000+ readers marked it as "Want to Read" on Goodreads. The trailer was our 74-second moment — simple, engaging, and immensely effective. So, how do you craft simplicity that propels your content? 1. Distill Your Core Message: Boil down your idea to its purest form. What's the one thing you want your audience to remember? 2. Engage Through Storytelling: Even the simplest idea needs a hook. Use narratives to make it relatable and memorable. 3. Visualize: A picture is worth a thousand words, and a simple video can be worth a thousand pictures. Use visuals to drive the message home. 4. Test for Clarity: If your grandma gets it, you're on the right track. Simplicity means universal understanding. In a world brimming with complexity, your ability to simplify might just be your most potent weapon. Embrace it, and watch as your content — and your audience — explodes. Aim for sophisticatedly simple. Einstein approves. #motivation #innovation #creativity

I don't understand climate science. Or science, in general. But I need to translate complex climate science every day. #ClimateCommunications requires us to take complex topics and turn them into value-oriented, human-centered narratives that people can relate to. And businesses and organizations in #ClimateChange, #ClimateTech, or #CorporateSustainability, need to communicate complex science, technology, and BIG. CLIMATE. IDEAS. effectively and clearly. You're not going to sell the public on photovoltaic cells if you can't explain what a photovoltaic cell is and does. And organizations lose people when they don't communicate clearly. Some steps I take when translating complex energy science: 🔊 Read and re-read closely. Complex research contains heavy jargon and complex science terms. Read source material closely, making mental or physical notes for yourself on what you've read. 🔊 Compare your research with your source. Think you have the complex information translated well? Do some research to compare what you think you know with other evidence-based sources. Do you have agreement between them? There you go. 🔊 Read your writing (aloud, maybe!). Make sure you read your translated, general audience writing again and again. Is it clear? Does it still feel too technical? Retranslate and revise. 🔊 Consult experts. You're writing to communicate subject matter experts' complex ideas, but that doesn't mean you leave them out of the process. After all, they need their complex science or technology communicated in a way that's accurate and resonates with the audience. Once you've written a compelling story, return to your subject matter experts and have them review for accuracy. 🔊 Find a second pair of eyes. You've looked at your writing too much. Have someone else (doesn't need to be an expert) read your story. They can tell you if they get stuck or don't understand a term or idea. 🔊 Know your audience. Maybe your audience is technical or knows the technology well. If so, then more technical language may work for them. Make sure you understand your audience and tell a story with them in mind. 🔊 Create a clear message/headline. 🔊 Tell your audience why they should care. Communicate value. 🔊 Bonus: use metaphors to communicate complexity. I do this all the time. Metaphors can effectively translate complex ideas. Climate communications doesn't have to be dense. Tell stories that make it easier for your readers to care, take action, or find value in what you have to offer.

How to make content people don’t just consume—create content people save. Here are the keys to making saveworthy posts. 👇 Most people scroll past 95% of content. But they save the 5% that makes a real impact. Here’s how to create that 5%. Tactical Advice > Inspiration Motivation is nice. But practical, actionable tips? That’s what people save. → Break complex ideas into simple, easy-to-follow steps. Provide a framework or checklist that your audience can implement immediately. 💡 Example: Instead of saying, “Consistency is key to growth,” share: “Here’s a 3-step process to post consistently without burnout.” → Data-Backed Insights Generic advice gets scrolled past. But people stop when they see evidence. Use statistics, case studies, or personal examples to back up your claims. Show proof that your method works. 💡 Example: “90% of LinkedIn posts don’t generate engagement. Here’s the data-backed strategy I used to go from 0 to 500 comments per post in 60 days.” → Unique Perspectives Hot takes are a dime a dozen. But a fresh, contrarian view? That’s gold. Challenge conventional wisdom with a new perspective. Show why your approach is different. 💡 Example: I nstead of “work harder,” try: “Stop working harder. Here’s why rest might be your biggest productivity hack.” → High-Value Resources People save resources they can revisit. Offer free tools, templates, or guides that solve a specific problem. Create a downloadable checklist, guide, or infographic. 💡 Example: “Struggling to write engaging hooks? Here are 5 high-converting LinkedIn hooks you can use today (link to download).” → Simplified Complex Ideas Distilling complex ideas into simple language is a superpower. Take a difficult concept and break it down into 3 digestible steps. Simplify industry jargon into everyday language. 💡 Example: “Here’s how AI works in content creation, explained in under 30 seconds.” Takeaway: Saveworthy content = actionable, easy-to-follow, unique, and valuable. Make your posts something people don’t just scroll past—make them something people save and come back to. What’s the last post you saved? 👇 Let’s build a resource thread!