Professional Documents
Culture Documents
The Art of Explanation. Making your Ideas, Products, and Services Easier to
Understand
You've done the hard work. Your product or service works beautifully - but something is missing. People
just don't see the big idea - and it's keeping you from being successful. Your idea has an explanation
problem.
The Art of Explanation is for business people, educators and influencers who want to improve their
explanation skills and start solving explanation problems.
Author Lee LeFever is the founder of Common Craft, a company known around the world for making
complex ideas easy to understand through short animated videos. He is your guide to helping audiences fall
in love with your ideas, products or services through better explanations in any medium.
- Plan: Learn explanation basics, what causes them to fail and how to diagnose explanation problems.
- Package: Using simple elements, create an explanation strategy that builds confidence and motivates your
audience.
- Present: Produce remarkable explanations with visuals and media.
The Art of Explanation is your invitation to become an explanation specialist and see why explanation is now
a fundamental skill for professionals.
Contents: Preface xi
Author Note xv
Introduction xvii
PART 1 Plan 1
Defining Explanation 9
We Lack Understanding 27
Summary 32
PART 2 Package 43
Chapter 6 Context 51
Summary 66
Chapter 7 Story 67
Chapter 8 Connections 83
Analogy 89
Summary 92
Chapter 9 Description 93
Summary 99
Summary 119
A Transformation 158
Media Options 159
Summary 171
Infographics 191
Summary 193
Epilogue 202
Acknowledgments 209
Bibliography 217
Index 219
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