How do you know the core of the message you are trying to communicate?
That's a question that I have been pondering in numerous guises over recent times. As I ponder, I'm conscious that it feels hard to work out the core of what you are trying to communicate - it feels like it's often too hard in fact.
But I'm reinforced in the belief that it is important.
Ideas that stick according to Dan and Chip Heath are ones that are simple (though often profound): they get to the core and are compact.
So if the ideas that I'm wanting to communicate matter then I need to do the work to get to the core and communicate that core in a way that is compact.