If I had to sum up 25 years of studying, teaching, and practicing message design into one big lesson—one idea I repeat to myself every time I create a new message—it would be this: Fluent Familiarity. What do I mean by that? Let’s break it down. First: Fluency By fluency, I mean cognitive fluency—how easy […]
Why Fluent Familiarity Builds Better Messages Read More »
You know I love me some Aristotle. And I especially love finding words that change how we think about thinking. Today’s word: endoxa. Endoxa (singular: endoxon) is the word Aristotle used to describe commonly held beliefs—those “obviously true” things almost everyone accepts without argument. Think of them as the bedrock of public opinion or even
Endoxa: The Hidden Power of “Obviously True” Beliefs Read More »
That’s what the Red Thread is for. It is a way to uncover and articulate the throughline that connects your thinking to your audience’s belief system so they can see what you see, understand why it matters, and buy in to the change you’re trying to create. At its core, the Red Thread is the
What Is the Red Thread? Read More »
We’ve all been there. That moment when someone tries to convince you—push you, prod you, maneuver you—into a decision or direction. You feel it in your gut. The subtle pressure. The shift from conversation to manipulation. Sometimes it’s unintentional. Sometimes it’s not. Either way, it rarely leads to genuine agreement—or to lasting change. That discomfort
Strategic or Shared: What’s the Real Goal of Your Message? Read More »
Have you ever said one thing but done another—without even realizing it? You’re not alone. And you’re not illogical. In fact, you’re following a logic that just might be hidden even from yourself. That’s what makes Argyris and Schön’s “theories of action” so powerful. They give us language—and a lens—for understanding one of the most
When What You Say Doesn’t Match What You Do Read More »
Why Your Ending Matters More Than You Think When it comes to message design, the way you end is just as important—if not more—than how you begin. A strong conclusion doesn’t just close your talk or article; it reinforces your core message, drives action, and ensures that your ideas stick with your audience long after
Why Great Messages Fail at the End—and How to Fix Your Conclusion Fast Read More »
In the first two installments of this series, we looked at the difference between technical and adaptive challenges—problems that can be solved with known expertise, versus those that need new ways of thinking to move forward. We also explored conceptual belief change, especially categorical shifts, and how the way someone classifies a problem can either
The only way to shift something is to see it Read More »
The Hidden Cost of a “Dental Paradise” Let me paint a picture: my mouth is a dental goldmine. Not for me, but for every dentist and orthodontist who’s ever crossed its path. I’ve helped fund more dental degrees and home renovations than I care to admit. Why? Because I’m genetically missing six permanent teeth. Yes,
Creating the ‘Of Course!’ Moment: The Power of Unexpectedly Obvious Ideas Read More »
In Part 1 of this series, I introduced a framework that’s already shifted how I approach strategy and message design: the difference between adaptive and technical challenges. Adaptive challenges are problems for which there is not yet a known, concrete, or consensus solution. They are problems that need new answers, which almost always need new
Why changing what someone thinks means changing how they think first Read More »
