Average communicators, they speak in ideas. Great communicators, they speak in images.
In one of my workshops, a woman began her presentation and she said something like:
“Um, well, our strategy focuses on improving cross-functional collaboration and enhancing operational efficiency.”
I stopped her.
“Whoa, you sound very smart, but I have no idea what you just said.”
So, I asked, “If I were 10 years old, how would you explain that?”
She thought for a moment and then she said:
“Right now, it’s like we’re running a busy restaurant, but where the chefs aren’t talking. Marketing is already serving the dish while engineering is still chopping onions. We just need everyone cooking from the same recipe.”
Boom. Everyone in the room nodded. Now it made sense.
When you give people an image, they get it instantly.
And you can do the same by starting this powerful habit: use analogies to explain complex concepts. An analogy is where you compare something new to something that is familiar.
Take this sentence:
We need to improve the customer experience.
Well, that sounds pretty vague, right? It doesn’t sound too visual.
But now, let’s make it visual:
It’s like we have built this beautiful hotel, but in that hotel, the guests actually have to carry up their own luggage up the stairs.
Boom. Suddenly, people see it. They remember it. They feel it. That’s what it means to talk to their eyes.