Keep It Simple

British Sky television CEO Jeremy Darroch was interviewed for the February 2011 edition of Esquire magazine. He made the observation that “Communication is about simple thoughts people can act on.” He is right.

There is a communication acronym that describes the above quote and it is KISS.

KISS stands for “Keep It Simple Stupid”. I don’t like the way the acronym is being defined this way. The “Stupid” part implies that your audience isn’t smart enough which is plain arrogance. It is wrong to think that you have to dumb down your message.

I prefer to say that KISS stands for “Keep It Short & Simple.” According to Leonardo da Vinci: “Simplification is the ultimate sophistication”. It is far less easy to achieve simplification than you think. As a matter of fact, it is an art. Think Stephen Hawking writing “A Brief History of Time”.

I’d love to have KISS referred to as “Keep It Short & Sophisticated” but who would remember that? So I’ll keep it Simple.


About Case

Managing Director at Black Isle Group Asia, helping executives stand out when they speak.
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