The document provides advice on how to effectively communicate complex information to broad audiences. It suggests using simple language, focusing on what interests people, incorporating more visuals than text, being honest and easy to recognize, helping people share content, understanding audience preferences, telling stories, and prioritizing images over words. The overall message is that clear, engaging, and relatable communication strategies are needed to explain information to diverse groups.

1. THEORY OF
HOW AND WHY TO EXPLAIN EVERYTHING SO
EVEN A SEVEN-YEAR-OLD CAN UNDERSTAND
COPYRIGHT BRUCE KASANOFF | NOWPOSSIBLE.COM

2. Image
from
gardengoatquote.wordpress.com
We
are
dangerously
distracted.

3. IF
YOU
HAD
100%
OF
MY
ATTENTION,
I
MIGHT
UNDERSTAND
WHAT
YOU
ARE
SAYING...
We
also
put
together
data
from
the
informa9on
we
already
have
about
you
and
your
friends.
For
example,
we
may
put
together
data
about
you
to
determine
which
friends
we
should
show
you
in
your
News
Feed
or
suggest
you
tag
in
the
photos
you
post.
We
may
put
together
your
current
city
with
GPS
and
other
loca9on
informa9on
we
have
about
you
to,
for
example,
tell
you
and
your
friends
about
people
or
events
nearby,
or
offer
deals
to
you
that
you
might
be
interested
in.
We
may
also
put
together
data
about
you
to
serve
you
ads
that
might
be
more
relevant
to
you.
When
we
get
your
GPS
loca9on,
we
put
it
together
with
other
loca9on
informa9on
we
have
about
you
(like
your
current
city).
But
we
only
keep
it
un9l
it
is
no
longer
useful
to
provide
you
services,
like
keeping
your
last
GPS
coordinates
to
send
you
relevant
no9fica9ons.
BUT
YOU
DON’T,
AND
I
DON’T…

4. Image:
Flickr
member
Jay
Spear
Everyone
is
curious
about
something.

5. Image:
Flickr
member
GoodNCrazy
Figure
out
what
people
care
about,
and
talk
in
those
terms.

6. Image:
Flickr
member
Anna
Debenhan
Use
more
pictures
than
words.

7. Image:
Flickr
member
Apparena
Simple
and
honest
works
best.

8. Image:
Flickr
member
Hubsterdisney
Be
easy
to
recognize.

9. Image:
Flickr
member
MuddyBootsPhoto
Help
people
share
with
their
friends.

10. Image:
Flickr
member
Smohundro
If
their
comfort
zone
is
pink,
use
pink.

11. Image:
Flickr
member
Sean
Drellinger
Know
what
you
stand
for.

12. Image:
Flickr
member
Sean
Drellinger
Tell
a
lot
of
stories.

13. Image:
Flickr
member
Chris
Corrigan
I
really
meant
it
about
the
pictures.

14. POSITIONING
FOR
SMART
COMPANIES
BRUCE
KASANOFF
203-­‐341-­‐9448
BRUCE@NOWPOSSIBLE.COM