What are you talking about?

Have you ever wondered that as you were listening to a speaker, or a politician, a mover-and-shaker in your organization? Perhaps you’ve asked yourself that question when you’ve been the one sharing your ideas.

We live in interesting and complex times where the need to communicate clearly is sorely needed. Do you remember the huge anticipation of Congressional hearings to listen to Robert Mueller testify about his investigation of potential Russian involvement in US elections in 2019? Ultimately, hardly anyone read his final 448-page report and here we are years later still questioning the same issues. What about perpetual scientific reports and UN reports on climate change that spark some initial headlines as their messages gather dust because decision-makers, the public, and other stakeholders didn’t understand or agree with the data and solutions being presented.

There is too much bafflegab going on these days, which the dictionary defines as “incomprehensible or pretentious language, especially bureaucratic jargon.” Doctors speaking jargon about medical procedures, disease classes, diagnostics and patients simply cannot take it all in is a prime example. As a formal civil servant in the provincial government myself, I’ve spoken and written my share of bureaucratic jargon too.

We fall in love with our expertise, but expertise alone is not enough to make change happen.

We live in complex times. So much information hits our brains constantly that we simply cannot process it all. Our attention spans shrink and our ability to focus gets fractured. We live in a state of regular amygdala hijack where we literally can’t think straight as adrenaline shuts off access to our pre-frontal cortex, which is the part of the brain where we reason and make decisions.

I created this framework that summarizes how I see the relationship between the level of expertise of the speaker and the level of understanding of the intended audience. Which quadrant do you operate in?

BS – You really don’t know what you’re talking about, and neither does your listener. The impact is “That doesn’t make sense”, people don’t get engaged and more verbal and mental clutter is created in the world.

Bumper Sticker – This is the type of communication that sounds good, but doesn’t have much depth. Platitudes, clichés and slogans fall into this category. The impact is “OK, but so what?” There’s little follow-up on implementation possible here because there isn’t much thought or substance underpinning the ideas.

Bafflegab – Another great definition of this wonder word is “language marked by abstractions, jargon, euphemisms, and circumlocutions.” Here the speaker has lots of great ideas, but isn’t bridging their expertise to create understanding with the audience. In some cases, this could be an intentional strategy too. The result on the audience, and potentially those people you need to get on board to make your ideas happen is simply “Huh? I don’t get it.”

Blueprint – When you can share your expertise and express your ideas in a way that your audience can understand, digest, and get excited by them, then you’re in the Blueprint zone. This is where there is a meeting of the minds, as well as a chance to have a dialogue about differences of opinions. The impact on your listener is “I get it, let’s go!”

Here are a few strategies you can use to help you communicate with more impact, so your messages are received more as a Blueprint for constructive action and change:

1. Understanding is more important than Expertise

Expertise is why you are credible to share the message. But it is incumbent on you to meet your audience where they are. Don’t drop the ball and assume just because you did something clever that people will naturally get it. Your job in communicating ideas well is not just to think them up, but to help create new insight and knowledge in others.

2. Tell the Story Not Just the Process

Humans are wired to understand and tell stories. Break out of just giving the facts and tell your audience a story. Give them context for why they should care and take action on this issue. Use metaphors and analogies to help people connect to what you’re saying. Draw a picture or create a model so the brain has an organizing framework that helps to make sense of the world.

3. Put Yourself in Their Shoes

Get out of any ivory towers you might be in and walk a mile in the shoes of your audience. Sometimes our pride in our expertise means we can’t see the forest for the trees, and we lose sight of the bigger picture. Putting yourself in someone else’s shoes requires empathy, curiosity, and a willingness to check your biases at the door.