Turning Strategic Insights into Simple, Human Messages
The hardest part of strategy-led messaging is not having the strategy. It is translating sharp strategic thinking into a 60-word note that sounds like a smart colleague at the coffee machine, not a McKinsey deck.
Why Simple Wins
Buyers read on phones between meetings. Plain prose lands faster than dense prose because it is already in the reader's mental model on arrival. Tone signals fit.
Three Translation Rules
Cut buzzwords, use the buyer's words, write the way you would say it out loud.
Insight to Message Workflow
Dense version first, translate by applying rules, cut to length, read aloud once. The dense version is the gym; the simple version is the game.
Two Reading Tests
Read-aloud test catches stiffness. Smart-friend test catches corporate distance. Both run before sending.
Common Mistakes
Treating simple as a downgrade, over-correcting toward casual, and skipping the dense version are the three failure modes.