Embrace the ‘And’
We’ve all had it drummed into us, right? Keep It Simple, Stupid. Simple is best. And while I agree that simplicity is a great goal to aspire to in our communication, sometimes we get it wrong. In our quest for simplicity, we often cut things the wrong way: we think simplicity means choosing one form over another and we end up cutting off our nose to spite our face. We believe we need to distil messages to either data or stories, long-form or bullet points, words or pictures. However, the simplicity we should aim for is the message’s simplicity, not the mode’s simplicity. The real goal is to generate understanding quickly. However, you’ve sliced it.
Excellent communication embraces the ‘and’.
When we use data and stories, long-form and summarised bullets, words and pictures, we create communication that is not only simpler to understand but also easier to remember. It’s all about finding the best way to connect with our audiences.
Yes, the human brain craves simplicity, but simplicity isn’t necessarily about stripping away nuance or details. It’s more about presenting the details in a way that makes them easy to follow and wrap our heads around quickly.
The Case for Embracing the ‘And’
Data and Stories
Data provides credibility and a foundation for decision-making. Stories bring emotion, context, and relatability. Together, they form a powerful combination.
Why It Works: Studies from the Journal of Marketing Research show that messages combining data and stories are 22 times more likely to be remembered than data alone.
(The Art of Storytelling in a Presentation. https://www.launchmodule.com/the-art-of-storytelling-in-a-presentation/)
Long Form and Summarised Bullets
Some audiences need the whole picture, while others want the highlights. Offering both ensures you cater to different preferences and contexts.
Why It Works: Providing detailed explanations alongside concise summaries respects your audience’s time constraints while still offering depth when it’s needed.
Words and Pictures
Words often convey details and specifics, while pictures can humanise the information and evoke emotion. Combining them makes messages more transparent and more engaging.
Why It Works: According to Social Science Research Network research, visuals paired with text increase understanding by up to 89%.
How Embracing the ‘And’ Elevates Communication
It Makes Messages Accessible: People process information differently. Some prefer numbers; others prefer narratives. Some respond to visuals, while others need long-form text. There is no right or wrong. Using multiple modes of communication means your message can reach a wider audience.
It Enhances Engagement: A well-told story captures attention; compelling data builds trust. Together, they keep your audience invested.
It Increases Retention: People remember messages that engage multiple senses and perspectives. A story supported by a chart or an infographic reinforced by key phrases stays with your audience longer. Reading about ‘Dave’ is one thing: having a picture of Dave will change how you remember Dave’s story (if you know, you know – check out my TEDx talk if you have no idea why I’m talking about Dave).
When Simplicity Meets Richness
Embracing the and doesn’t mean overwhelming your audience with every format or detail of information. It’s about curating the right balance to make your communication simple and rich, accessible and engaging. A layered approach respects your audience’s varied preferences while keeping your message impactful and memorable. In communication, the goal isn’t just simplicity—it’s understanding. Embracing the ‘and’ allows you to meet your audience where they are, engaging their minds and hearts.
As leaders and communicators, our job is to connect, inspire, and point the way. By embracing the and, we can ensure our messages are as impactful as they are entertaining.
Want to explore how Thoughts Drawn Out can help you with your communications? Book a chat today.
