Nr. 291 Clear and Concise Thinking

Question 1

What are the three elements?

Answer 1

(1) Make the point
(2) Structure
(3) Specifity via negativa

Question 2

What means “make the point”

Answer 2

(1) Make a point

“The one thing you must know about this topic is …X…”

E.g. “the one thing you need to know about our market campaign is, it is successful”

Question 3

How to Structure?

Answer 3

(2) Structure

Use a 3 line scene:
- Line 1: Set the scene (see point (1))
- Line 2: Add depth:
- Go deeper: “What I mean by X is…”, e.g. What I mean by success is, that customer love it”
- Introduce a surprise: “But the surprising thing about X is Y”
- Example:
“The one thing you need to know about the campaign is it was successful”
‘But the surprising thing about it is our customer are not coming back for repeat purchases’
- Line 3:
- Question: What is next?
- And the question is how do we find out why they have not buying repeat purchases?
- Close with an answer: And it is because customer did not want to give..

Question 4

How to use Specificity with negativa

Answer 4

(3) Specificity

use negativa (What it is not, rather than what it is)
Example:
- “The one thing you need to know about the campaign it is a succes”
- “But the success came not from people loving …”