I recently spoke at TWTRCON DC about how inserting a little AWESOME into your daily activities will reap large rewards in your life, be it personal or professional. I posit that by adhering to the tried and true K.I.S.S. Principle – “Keep It Simple, Stupid” – you’re actually defeating a creative, innovative urge that leads to all things AWESOME. Worse, by continually sticking to the K.I.S.S. Principle, you may actually do long term damage to your inherent ability to recognize and generate awesomeness on your own. This is the first chat in what I hope is a long conversation about raising everyone’s game in modern communication.
A classic case of AWESOME simplicity.
I am not by any means arguing that simplicity is a bad thing and should be shunned. Simplicity in communication is critical to the imparting of ideas and concepts to audiences small and large. However, I want you to think about this in terms of how keeping it simple can be dangerous if you’re a creative type (or want to be). For that, let me draw upon a sad example from my time working in the Pentagon.
One of the first things you get told when you go to work for any Defense Department organization – be it military or civilian service or contractor – is that you need to learn how to communicate briefly and succinctly. This is important because the Pentagon, like all military bases and commands, runs on a steady stream of documentation, policy, and other “paper” that constitutes the general “work” of the Department. General officers are often required to make several decisions a day, requiring extensive coordination with multiple offices.
So the “staff memo” has become something of a regular item seen in the hands of many poor staff officers running about the Byzantine five-walled maze. While these memos often contain the complete policy or document that requires coordination and decision, the important piece to each one is its cover sheet or executive summary. “EXSUMs” are no more than one page and summarize the content of the documents in bulletized form and clearly note what action is required of the recipient.
Because of these summaries, the main documents they summarize often never get read. So staff officers value the skill of being able to boil the component information down to a few bullets one one sheet of paper. (You all see this a lot on government PowerPoint slides, which constitute absolute abortions of the presentation medium.)
Sounds reasonable, right? Why shouldn’t we communicate so concisely between all these hundreds of thousands of government employees?
Here’s why: Ask any one of those staff officers to author a white paper on their own on any topic of interest, and you will see how massively boring their compositions are.
After a fraction of a career of having the K.I.S.S. Principle drilled into your head, it’s a mammoth task to indulge in original thinking much less creative communication. This causes a state of document fatigue where everything you produce looks similar, sounds similar, adheres to the same style, ad infinitum. The more you do it, the harder a habit it is to break.
This vicious circle destroys the creative impetus to deliver AWESOME content. Even the very word “keep” restricts one to certain, specific actions. While this may help in homogenizing a Defense Department and a government that depends on brevity to survive, I submit to you that it also prevents those same organizations from improving their methods of work and evolving to a modern, 21st century degree of communication and interaction.
Instead of keeping it simple, I invite you to make it AWESOME.
Here are a couple suggestions on doing just that:
- Next time you see a tweet from someone in your network referring to any publication longer than an article or blog post, print it out and read it away from the computer.
- For every business or nonfiction book you read, commit to reading two works of fiction. A book of short stories by your favorite author is a great way to start.
- Instead of writing a summary for someone, go talk to them in person about it. Extra points: bring a couple of photos of the subject with you for visualization.
- Do something risky with your work. Insert a LOLcat pic into that white paper you’re producing. Draw a cartoon, even if you’re not an artist. Tell a joke. Fart.
Simple and AWESOME do not have to be mutually exclusive. Some of the best examples of AWESOME are pretty short and sweet (see the “Dick in the Box” T-shirt design above). Brevity will naturally enable your content to be absorbed more quickly by more people, especially when disseminating via social media tools. As you can see from the examples above, being creative can be as easy as regurgitating someone else’s content from the Web (thanks, socialism!). The tricky part to that is enabling your creativity in such a way that its awesomeness flows out and has the same effect when it’s edited, summarized, abrogated, or otherwise cut down.
I believe that by keeping it simple, you’re making it harder to absorb and produce AWESOME content, no matter the source. I understand that this idea of mine may seem controversial or even mad in this travel-sized world that social media has enabled around us. The authors of Made to Stick, one of my favorite books on creativity, even argue that simplicity is paramount to the permanence of great ideas. I also recognize that I’ve applied some sweeping generalizations using specific examples in this post.
So tell me what YOU think. What are some examples of this that YOU’VE experienced? Where have I gone wrong? Do you have some better ideas to share?
Light up the comments section on this one, folks. I will give out a special prize to the most passionate response to this post I see.
I have worked with The Rendon Group (or TRG as we say around the office) before in a past career, and I can testify that despite what anyone may have heard about them, they always bring their A Game. I have learned a lot from their work, and I respect the company’s people immensely. That said, I also walk into this new role fully cognizant of some of the bad press, ill will, and general myopia directed against Rendon. Part of why I’m coming on board TRG is to address some of this criticism head on. I believe that the creative and good things TRG does far outweighs any bad juju people may have heard about in the past. There are some amazing things happening at this company. Things I can’t wait to share with you.
I’ve just escaped the 
