Ben Guttmann. Simply Put: Why Clear Messages Win - and How to Design Them. Berrett-Koelher Publishers, Inc.. Oakland. 2023.

Book describes handy thinking algorithm to use alongside the principles from the Brief Lab to craft messages. Table of Contents and Interviews only scratch the surface.

Interviews

1. Brett McKay, 50 minutes (5 Factors for Crafting Simple Effective Messages, Art of Manliness Podcast)
2. Srini Rao, 58 minutes (Craft Clear and Compelling Messages, Unmistakable Creative Podcast)
3. Andy Kaufman, 35 minutes (How to Get Your Message Read, Understood, and Acted Upon, People and Projects Podcast)

Outline

Introduction: Why Simple?

• Why Simple Wins
• How to Get Simple
• Senders and Receivers
• Two Secrets before We Begin

Part 1: Why Simple Wins

• (1). Our Stupid Brains in Our Busy World

  • The Problem with Us
    • We Don't Notice Most Things
    • We Don't Remember Most of Everything
    • We Don't Know What We Think We Know
  • The Problem with Everything Else
    • The Golden Age of Distraction
    • The Default is Indifference
    • Box: What's Going On in Our Heads
      • Availability bias
      • Complexity bias
      • False-consensus effect
      • Fluency heuristic
      • Homophily
      • Instrumental heuristic
      • Overconfidence effect
      • Selective attention

• (2). The Case for Simplicity

  • What is Simplicity?
    • Simple: When a message is easily perceived, understood, and acted upon
    • Perceptual fluency - How easily do we notice things?
    • Processing fluency - How easily do we understand things?
  • Designing Simplicity
    • Beneficial
    • Focused
    • Salient
    • Empathetic
    • Minimal
  • The Simplicity Edge
    • Simplicity Is Tested
    • Simplicity Is Kind
    • Simplicity is Efficient
    • Simplicity is Effective
• (3). The Crime of Complicated
  • Complicated versus Complex
  • We Default to More - It's the Easy Route
  • The Three Sins of Complicated
    • Selfish
    • Cowardly
    • Dangerous
  • Getting Simple

Part 2: How to Get Simple

• (4). Beneficial: The Hole, Not the Drill

  • Why Benefits Matter
    • The Drill
    • What Do We Actually Want?
    • What Do We Actually Need?
  • Getting Beneficial
    • Drill, Then Build
    • Keep Your Eye on the Prize

• (5). Focused: Fighting the Frankenstein Idea

  • Why Focus Matters
    • Committees Kill Greatness
    • Less Is Painful
  • Getting Focused
    • Replace And with So
    • Have a Boss
    • Be Explicit in Your Instructions
    • Understand the Politics
    • Commit

• (6). Salient: Constraints Breed Creativity

  • Why Salience Matters
    • Our Preference for Contrast
    • The Enemy of Contrast
    • A Finite World
  • Getting Salient
    • Limit Your Space
    • Limit Your Time
    • Limit Your Options

• (7). Empathetic: Welcoming the Enlightened Idiot

  • Why Empathy Matters
    • You Are Not the Audience
    • Bubbles Must Be Busted
  • Getting Empathetic
    • Test Your Message on Other People
    • Harness the Magic of Outsiders
    • Don't Assume Anything
    • Talk Like a Human to a Human
• (8). Minimal: Say Shit without the Bullshit
  • Why Minimal Matters
    • Off-Ramps
    • Structural Integrity
  • Getting Minimal
    • Answer the "Why?"
    • Start from the Ground Up
    • Cut the Fluff
    • Speak to One Person, Not a Crowd
    • Think Visually

Conclusion: What's Next?

• Why Do Some Messages Work When Others Don't?
• What's Next?