If You Confuse, You’ll Lose

Are you communicating simply?

Summary
Transcript

Donald Miller, CEO of StoryBrand, explains why simplifying your brand message and communication is essential to winning as an organization.

“The brand that communicates the simplest is going to win,” he says. “If you confuse, you’ll lose. We can’t afford to confuse people. But it doesn’t have to be this way. If we clarify our message, customers will listen.”

Watch the video to hear Donald explain why simplicity is key in brand messaging.

Every time you give a customer or somebody on your team, if you're leading a team, a piece of information, I want you to think of it like handing them an eight-pound bowling ball. Every piece of information to the person you're talking to is that heavy. And if you start using inside language, you know, in your industry kind of speak, which you don't even know it's inside language because you've been inside for so long, but to your customer, they can't quite figure that out. They're having to burn more calories. And that's like taking an eight-pound bowling ball and wrapping it in Vaseline and handing it to your customer and saying, "Can you hold this?" And they're just dropping it.

Now if you hand your customer one eight-pound bowling ball, right, they're going to be able to handle that. You hand them two, they might be able to handle that. You hand them three, that's a lot of bowling balls. What happens when you hand them the fourth? How many do they drop? All of them. And that's what happening to most of us in our team meetings, in our marketing collateral and all of our communication.

The brand that communicates the simplest is going to win. The brand that communicates the simplest is going to win. We have a mantra around StoryBrand and it's this — if you confuse, you'll lose. If you confuse, you'll lose. We can't afford to confuse people.

But it doesn't have to be this way. If we clarify our message, customers will listen.
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Donald Miller

As the CEO of StoryBrand, Donald Miller helps businesses market their stories, and helps individuals steward their stories. Donald’s speaking topics come from his best-selling books, which have spent a combined total of more than a ye...

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