Comprehensive thought leadership consulting for B2B & professional services firms

How Very Smart People Can Write to Be Read

Many experts and academics struggle to explain their ideas to others who don’t understand their specialties, including many who can benefit from their insights.

An old joke says that if a doctoral student put a $100 bill in his or her dissertation paper that was filed away in the university library, ten years later the $100 bill would still be there. Too many academic papers, even those with broader importance, are written in a language that only academics can understand. Many subject experts outside of academia also struggle with explaining their ideas to others who don’t understand their specialties.

We worked with one of our clients, Entrepreneur & Innovation Exchange, to create some guidelines for entrepreneurship professors and other experts who want to reach a wider audience but need some help with communicating their ideas.  A key takeaway: look to Super Bowl Ads for inspiration.

You can read the article here.

Leave a Reply

%d bloggers like this: