Supercommunicator: Explaining the Complicated So Anyone Can Understand

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Supercommunicator: Explaining the Complicated So Anyone Can Understand

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 272 p.
  • 言語 ENG
  • 商品コード 9780814433683
  • DDC分類 658.45

Full Description

In our increasingly complicated and data-driven world, many new developments are so complex that only experts comprehend their nuances. But what they don't grasp is how to tell the world about them. Communicating technical content to nontechnical listeners has fast become a critical 21st-century skill. Explaining what you do and why it's important drives funding, policy decisions, media exposure, public awareness, and customer adoption.



This groundbreaking guide will help anyone to deliver clear, persuasive messages that win hearts, minds, and budgets. Supercommunicator explains how to:



● Distill details and data into big ideas

● Deliver meaning to audiences

● Use storytelling to captivate and educate

● Humanize content to make complicated ideas more tangible

● Layer harder ideas on top of easier ideas

● Strip away complex language, jargon, and acronyms

● Use analogies to explain unfamiliar areas

● Master new digital modes of expression

● And more



Enhanced with a wealth of examples--from how the National Academy of Sciences used audience research to improve the way evolution is taught, to how NASA incorporated cutting-edge tools to visualize issues in climatology--this one-of-a-kind book reveals how to make the complex comprehensible, and the dry deeply compelling.

Contents

CONTENTS

Introduction: An Elephant Named Digital Communication 1

PART I HOW DIGITAL TECHNOLOGY IS CHANGING COMMUNICATION 7

1. Deliver Meaning 11

2. The Dawn of the Multimedia Age 19

3. What Is Multimedia? 25

4. Digital Media Changes the Way We Experience Information 37

5. Finding the Right Medium to Deliver Your Content 43

PART II KNOW THY AUDIENCE 49

6. Why Smart People Misread Their Audiences 53

7. Learning About Your Audience 57

8. Addressing Multiple Audiences 65

9. Researching Cultural Issues 71

PART III KNOW THY SUBJECT 75

10. If You Are Not a Subject Expert . . . 79

11. Advice for Content Experts 83

PART IV SIMPLICITY AND CLARITY 87

12. Simplify Your Content 91

13. But Don't Oversimplify 97

14. Focus on Clarity 101

PART V GUIDELINES FOR EFFECTIVE COMMUNICATION 105

15. Supercommunicator Basic Guidelines 109

PART VI HUMANIZE YOUR COMMUNICATIONS 119

16. Find Your Human Voice 121

17. Speaking Human . . . Without the Human 127

18. It's Story Time! 131

19. Testimonials: A Supercommunicator's Win-Win 141

20. Case Examples That Make Learning Real 145

21. What Not to Do When Speaking Human 151

PART VII GETTING AN AUDIENCE TO CARE 155

22. The Power of Personalization 157

23. Rational Thinking Isn't Always the Rational Choice 161

PART VIII BUILDING BLOCKS AND ANALOGIES 167

24. Building a Path to Comprehension 169

25. The Power of Comparison 177

26. Analogies in a Professional Setting 185

PART IX VISUAL AND INTERACTIVE 191

27. More than a Garnish 195

28. Quality and Integrity in Design 201

29. Visuals for Presentations 209

30. Let Your Audience Explore 219

31. Your Role as a Supercommunicator 225

A Debt of Gratitude 233

Notes 237

Index 245

About the Author 257