The Desperate Need For Clarity

Clarity is in desperately short supply.

I don’t mean clarity of design, though that’s part of it. I mean clarity of thought. Clarity of purpose. Clarity of communication.

Most organisations cannot clearly articulate:

• What they do
• Who it’s for
• Why it matters
• What they want people to do next

And if the organisation can’t articulate these things, its people can’t. And if its people can’t, its customers can’t. And if its customers can’t, they won’t recommend it.

Clarity is not dumbing down. It’s the hard work of distillation. It’s taking something complex and rendering it comprehensible without losing its essence.

The clearest communicators I know are not simple thinkers. They’re very complex thinkers who have done the extra work of making their thinking accessible.

Clarity is a gift you give to the people you’re trying to reach. It says: I’ve done the hard work so you don’t have to.

Give that gift.