I saw an interesting TED talk yesterday, Tyler Cowen of the blog Marginal Revolution among many other perhaps more important things. Cautioning against trusting simple stories, that complexity is our nature especially in this world. This made me think about some of the stories the non profits I’ve worked for have to tell. They are complex stories, and in making them simple you definitely have to leave things out, important things. But when it comes down to the problems we as a sector have they are nearly always problems with human faces and solutions of all kinds. Problems and solutions.
If you focus on the human face of the problem that whatever complex set of social, natural political has created you focus on the effect, neatly sidestepping the need for the complex circumstances that created that human problem.
The solution on the other hand can be complex, and will probably be hard. But the outcome, the change you want to see in the world, again will probably be simple. More of this, better that, less occurrence of something. If you can establish legitimacy and expertise in the solution, you can leave that ‘black box’ or point to a theme, or a risk area, or a pilot that worked well, and shortcut to the human face of the problem and the human face of the solution. Our stories need to be simple to be memorable, but stick to the problem and outcomes and we can avoid the need to confuse our audience with the complexities that take us most of our work.