If you’ve got a difficult idea you need to communicate, here’s one way to do it:
Compare it to something people already understand.
For instance, when I try to tell parents to be careful about how their kids use Facebook, I know that navigating the Internet with kids can seem like an overwhelming idea. Where do you start? How do you know which things matter and which things don’t?
So, I compare Facebook to something simple every parent already agrees on.
“Posting a photo online is like getting a digital tattoo. Once you post it, it can never be removed. You wouldn’t let your 12-year-old get a tattoo. Why are you letting them post photos on Facebook?”
Digital tattoo = online photo.
I took something complex and compared it to something simple that is so obvious, no one could argue against it. (I’ve yet to meet a parent that says, “You know what, I would let my 12 year old get a tattoo.”)
In this brilliant 75 second commercial, JetBlue does the same exact thing.
The dream you’re chasing is built on ideas. What’s one idea you could compare your dream to in order to communicate it clearly?