It doesn’t matter how wonderful a product you’ve created, if you can’t simply explain it to someone, there is little chance it will ever be purchased. Into this dilemma steps author and “Chief Explainer” Lee LeFever with his book The Art of Explanation: Making Your Ideas, Products and Services Easier to Understand. LeFever provides one of the most original communication books to come along in recent memory. His book is now available for download in multiple digital formats as a Soundview Executive Book Summary.
LeFever is the co-founder of Common Craft, a company frequently mentioned as one of the originators of the video explanation industry. The Art of Explanation is the result of years of trial and error to find the core of what makes explanations simple, effective and (of greatest importance) memorable.
The Art of Explanation is densely packed with lessons for executives. In the same way in which books on presentations stress the importance of practice, LeFever reminds readers of the critical need for planning before attempting to craft an explanation. He provides five questions you should ask yourself to help make your explanation more effective.
While the book has obvious emphasis for marketers and sales professionals, there is a universal quality to the power of LeFever’s ideas. Leaders who are preparing to lead a change initiative, for example, can use a great explanation to help calm the initial tide of employee fears that often accompany a new direction.
As previously stated, many of the ideas that shape The Art of Explanation arose from LeFever’s work for Common Craft’s clients (including Intel, Google, Dropbox and Ford, among others). LeFever’s labors bear fruit for anyone who picks up his book. Getting this essential information without having to spend years of trial-and-error to develop it is a benefit that needs no explanation.