The business world is filled with too much rhetoric, technobabble, and pomp. Odds are that your own employees would not be able to give an elevator speech on your core products and purpose. The answer lies in simplification through stories and pictures.
Nordstrom employees and Xerox technicians learn, respectively, how to give over-the-top customer service and how to fix stuff from stories passed from one worker to the next. Pictures, without words, can distill a concept to the core so that it may travel faster and further too. As Christopher Penn reminded us, we also do this with every drawing we send to a friend through Draw Something.
Try to tell your business story through pictures as Jason Pinto did in this Commoncraft-esque video. If a 5th grader can’t understand it, then your customers may not be able to either. Simplify.
If you’re curious, this video has gotten more views than the others.