One of the reasons I love ideas and messages so much is that they don’t require math…. Except, as it turns out, they do because when people evaluate your idea, they’re calculating probability (yes, literally) — and they’re doing it fast. Here’s what I mean: We’ve talked before about how, when you’re presenting a new […]
Why Probability (Not Persuasion!) is Your Problem Read More »
We talk a lot right now about the need for more critical thinking—better or faster ways to test how viable or trustworthy an idea really is, whether it’s yours or someone else’s. Usually, that conversation assumes you need specialized training, advanced education, or deep subject-matter expertise to do it well. But you don’t. All
The Easiest Way to Stress-Test an Idea Read More »
If you’re someone with ideas—products, services, research directions, strategies—one of the most common and most solvable source of mistakes isn’t whether the idea is good, it’s not knowing what kind of idea it is. The problem starts with our use of the word “idea” (and “message,” for that matter!). More specifically, the problem is that
There Are Two Types of Ideas: Which One Is Yours? Read More »
So… We’re three weeks into the new year, how’s that decision to be or do something new or different working out so far? If you’re in that familiar spot—motivated in theory, struggling in practice—you’re not alone. Nor are you “broken.” You’re just up against something very real: by doing what you’ve always done, the
A Better Alternative to Themes, Words, and Resolutions: The Prime Strategy Read More »
Don’t hate me, but storytelling is not the answer to everything—and I’m someone who teaches storytelling for a living! At the Message Design Institute, we do a lot of work with story. And for good reason. Story is incredibly effective at helping people connect—to you, to an idea, to a moment in time. It makes
Where storytelling falls short Read More »
Rhetoric, strategy, and change—right where you can reach them. I end up reading a lot over the course of a year (178 titles read on my Kindle so far this year!). Yes, part of that is because I’m in a doctoral program. But mostly, it’s because I’ve been obsessed with one topic for about 25
3 Books That Belong on Your Message Design Bookshelf in 2025 Read More »
So you want to be a thought leader? Great—truly. The world needs more people who are willing to share what they see that others don’t. But I’m going to gently invite you to aim for something slightly bigger, and I think, better: Be a Thinking Leader. At the Message Design Institute, we’re a community dedicated
Why “Thinking Leaders” Will Outlast Thought Leaders Read More »
You don’t want your ideas—or worse, you—to fail. Of course you don’t. But sometimes success feels maddeningly out of reach, doesn’t it? You know your ideas have value. You know they can help people. So why doesn’t everyone else see it? There are lots of reasons, of course. But whenever someone asks me why their
The 3 Things Your Idea Needs to Succeed Read More »
Sometimes, despite our best efforts, our messages—no matter how carefully crafted or how important they are—just don’t land. It might be something as small as a misunderstanding with a teammate. Or it might be something as big—and potentially damaging—as a campaign or initiative that falls flat in the marketplace. When that happens, one of
The If/Then Test: A Simple Way to Make Sure Your Message Makes Sense Read More »
