While backend operational issues are of great interest to an IT audi- ence, sales managers cannot relate to this information. If you approached this topic from an IT perspective, you would fail to convey your message, while alienating and intimidat- ing your audience. Relating to your audience’s knowledge, experience and interests is necessary with technical
or complex topics.
Break it Down
One way to deal
with complexity is
to reduce topics into
components. Often, a
complex topic looks
like a giant black box
to those who don’t
know how it all works.
Breaking down proce-
dures or concepts into
bite-size pieces makes them
easier to digest.
Raise: Create an Aerial View
“Raising perspective” can stand on its
own or be combined with reduction. It
is equivalent to going up to the proverbial 10,000 feet to get a larger view of a
complex or technical topic.
To illustrate, I could happily present
a speech on “Nanotechnology’s Future
in Sub-Dermal Tissue Reconstruction,”
but I’m brain dead when it comes to
cooking. Were it not for my wife’s
culinary prowess, I would be a constant fixture at the corner café. So,
when a waiter in an elite restaurant
starts in with “radicchio, pomegranates
and persimmon essence,” I look at my
wife, who flatly translates it into “
froufrou fruit salad.” She has effectively