Finding the Core<br />The key to keeping an idea simple is finding the core.<br />Ask yourself: What is most important about what I want to say?<br />Core = Stripping an idea down to it’s most critical essence<br />You have to find the MOST important idea <br />
Southwest Airlines Keeps it Simple<br /><ul><li> Some people may be surprised to learn that Southwest Airlines ignores the food preferences of their customers.
That’s because Southwest Found their core: They are the ‘Low-Fare Airline’
Decisions are made based on their core- if not serving chicken saladmeans lower airfare costs then Southwest doesn’t serve chicken salad- whatever it takes to keep costs down.
Simple doesn’t mean “dumbing down,” it means reflecting the intent</li></li></ul><li>Southwest Airlines- The Low-Fare Airline<br />Check out this Southwest Airlines commercial to see how Southwest is putting their core to good use:<br /> Click to Play<br />
Don’t Bury the Lead<br />Journalists are trained to convey the most important idea in the first sentence of their article- called the lead<br />This strategy also works for keeping it simple- you need to focus on the lead<br />James Carville, political advisor to Bill Clinton during his 1992 campaign<br />“If you say three things, you don’t say anything”<br />Carville’s lead for Clinton’s campaign: “It’s the economy, stupid”<br />The economy was the core of the campaign- everything else was focused around the core<br />It’s the economy, stupid!<br />
The Simplicity of Proverbs<br />Ever wonder why you remember proverbs?<br />“Short sentences drawn from long experience”<br />“Bird in hand” proverb is an incredibly sticky idea<br />It’s survived for 2,500 years<br />Spread across numerous countries and languages<br />Spreads on it’s own- no need for advertising<br />
The Simplicity of Proverbs<br />Proverbs are helpful in guiding individual decisions, much like Southwest’s ‘Low-Fare Airline’<br />Like a proverb, you can make your idea stick by finding the core and compacting it into a short, meaningful statement<br />Sticky = Core + Compact<br />
Now it’s Your Turn!<br />Test the stickiness of these two tests:<br />Study the following letters for 15 seconds. After 15 seconds, minimize the screen, take out a piece of paper and a pen, and write down as many letters as you can remember<br />J FKFBI INAT OUP SNA SAI RS<br />
Now it’s Your Turn!<br />Now, try it again- same rules, but turn your paper over to the other side<br />JFK FBI NATO UPS NASA IRS<br />
Results<br />Did you remember more letters the second time?<br />The second set of letters were more compacts<br />They were also arranged in a way that allowed you to use prior knowledge- many of us have heard the initials JFK, FBI, or UPS at some point in our lives<br />
Pomela?<br />If I asked you to pick up a pomela at the grocery store would you know what I meant?<br />Definition 1: “A pomela is the largest citrus fruit. The rind is very thick, but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart<br />Definition 2: A pomela is basically a supersized grapefruit with a very thick and soft rind<br />
Last Note About Keeping it Simple<br />Which definition are you most likely to remember? <br />To keep it simple, capitalize on what people already know, use existing schemas<br />And remember Simple = Core + Compact<br />Would anyone like a pomela?<br />