I have a long held interest in both good design and mathematics. The common thread in both these subjects is that properly done, both achieve an elegance and simplicity in the expression of complex ideas and concepts. To achieve the necessary simplicity and elegance requires considerable discipline. In fact the discipline in some ways becomes the methodology to produce the end result. This type of discipline also applies to how you think about your business and communicate it to customers, prospects, employees and shareholders.
I try to avoid controversial issues in this blog, except for my occasional advice to President Obama on foreign affairs :) I am not violating my own policy, but a bumper sticker I saw yesterday illustrates the power of simplicity and elegance. The bumper sticker said:
"It's a child..not a choice"
I thought that this phrase was the best framing of the anti-abortion position that I have seen. Clear, simple, focused, but with the ability to generate an emotional reaction from the reader. In fairness to the pro-abortion side, perhaps this phrase is equally compelling:
"Do not legislate...in my body"
The point here is not about the abortion debate but to illustrate the power of distilling a complex issue down to its simplest concept. Simple elegance is very compelling. An example from the One Laptop Per Child project illustrates this point yet again. The one liner to explain the project is:
"Give a laptop. Change the world."
Equally strong might be the following:
"One child...One laptop"
Ernest Hemingway, the renown writer, was once challenged to write the shortest story possible. The result was a six word story, which Hemingway later went on to describe as the best story he ever wrote. The story in its entirety follows:
"For sale. Baby shoes. Never used."
Simplicity and elegance can initiate an emotional response that engages the reader/customer. If you can not distill your business concept down to a single elegant phrase, you probably do not sufficiently well understand the concept. The discipline to achieve a simple and elegant description will help you to really understand your business, greatly improve your message and probably help all the constituencies you need to communicate with to better understand the business concept.
Notes:(a) to encourage simplicity and elegance throughout your organization, stop telling people the length of the document you want. One of the best student papers I ever received answered three questions in only ten sentences about the complex book by Israel Kirzner-- Competition and Entrepreneurship. (b) the best book on simple and elegant PowerPoint design was written by Stephen Kosslyn, who has a new book coming out that I received from Oxford University Press as a pre-release draft. More on that later.
Image creditMiami, FL
