Clarity is good

Too often, the impact of our excellent analysis is undermined by poor communication. We can
and must do better. Here are seven suggestions.

1. Short, simple sentences.

Henry James could write beautiful, long sentences with multiple subordinate clauses. You and I
can’t. Sentences should be short. They should have subjects, verbs and objects, preferably in that
order. If you start with a verb, make it a verb that describes an action.

2. Plain English, not Pure Consultant.

The best English is simple English. If you haven’t read Gowers’ Plain Words or Strunk and
White’s Elements of Style, do so now. If you have a tendency to write ‘Consultant’, try reading
your work out loud. It will sound awful. You will want to rewrite it. Keep a list of meaningless
‘consultant-speak’ words, starting with ‘key’ and ‘focus’. Don’t use them.

3. Logic first, pack last.

Here’s the wrong way to write a pack. Start with a stack of exhibits, shuffle them and then
insert a large number of trackers. The right way is to start by writing the main messages down
on one page and polish them until the logic and the language are compelling. Only then, build the
pack.

4. More content, less paper.

Almost all our documents are too long. The Gettysburg Address defined a nation, changed the
course of history and was 278 words long – less than half a page of text. Our packs are full of
unnecessary words and too many content-free pages. Never start a client meeting by saying
‘Please turn to page 4, which is the first page with anything useful on it’. Try starting the content
on page 1.

5. Live the pyramid.

The Pyramid Principle is one of McKinsey’s greatest institutional assets. Its influence is, sadly,
beginning to fade. Read it. Use it. Coach others on how to use it. Every communication should
have the arresting introduction (situation, complication, resolution), the governing thought, the
parallel logical structure built around a few important messages, and an ending that links back to
the beginning.

6. Talking with, not reading to, clients.

Clients can read. They particularly like reading concise, well written documents that say what
they mean. They don’t get many of these. Clients don’t like being read to, especially if they have
already read the document ahead of time. Spend your time talking with the client, not reading to
them.

7. One page, one paragraph, one phrase.

All important ideas can be summarised on one page. Good ideas can be summarised in one
paragraph. Great ideas are captured in a simple phrase. This is true in science, politics and
business. Make sure your ideas are captured in simple, memorable phrases. That is all clients will
remember. If it is not memorable, it will have no impact. And impact is all that matters.

(Source: McKinsey & Company)