Intrenion

Intrenion Doctrine

Simply Put (Ben Guttmann)

Table of Contents

• Audio Discussion
• Episode 1
  • Practice 1: Limit your message to the few points people can absorb
  • Practice 2: Make understanding require less effort
  • Practice 3: Remove complexity that does not add value
• Episode 2
  • Practice 4: Lead with the benefit people receive
  • Practice 5: Build everything around one main idea
  • Practice 6: Use constraints to highlight what matters
  • Practice 7: Explain ideas from the audience’s perspective
  • Practice 8: Use only the words needed to convey meaning

Audio Discussion

Episode 1

Practice 1: Limit your message to the few points people can absorb

Problem
People miss information when too many things compete for attention.

Action
Present only the most important points needed to understand the message.

Outcome
People grasp the message more easily.

Chapter: Why Simple Wins - Our Stupid Brains in Our Busy World

Practice 2: Make understanding require less effort

Problem
People avoid messages that are hard to process.

Action
Use familiar words and clear structure.

Outcome
More people understand the message.

Chapter: Why Simple Wins - The Case for Simplicity

Practice 3: Remove complexity that does not add value

Problem
Unnecessary complexity creates confusion.

Action
Eliminate words, features, or steps that do not help the audience.

Outcome
The message becomes easier to use.

Chapter: Why Simple Wins - The Crime of Complicated

Episode 2

Practice 4: Lead with the benefit people receive

Problem
People care about results more than features.

Action
Explain the outcome people will get before explaining how it works.

Outcome
People recognize the value more quickly.

Chapter: How to Get Simple - Beneficial: The Hole, Not the Drill

Practice 5: Build everything around one main idea

Problem
Too many ideas weaken the central message.

Action
Choose a single priority and remove elements that do not support it.

Outcome
People remember the key idea more clearly.

Chapter: How to Get Simple - Focused: Fighting the Frankenstein Idea

Practice 6: Use constraints to highlight what matters

Problem
Too many options make important ideas harder to notice.

Action
Set clear limits on what you include and emphasize.

Outcome
The most important points stand out.

Chapter: How to Get Simple - Salient: Constraints Breed Creativity

Practice 7: Explain ideas from the audience’s perspective

Problem
Expert knowledge can make messages difficult for others to follow.

Action
Check whether a newcomer can understand the message without additional context.

Outcome
More people can understand and act on the message.

Chapter: How to Get Simple - Empathetic: Welcoming the Enlightened Idiot

Practice 8: Use only the words needed to convey meaning

Problem
Extra words hide the main point.

Action
Remove any wording that does not change the meaning.

Outcome
The message becomes more direct and easier to understand.

Chapter: How to Get Simple - Minimal: Say Shit without the Bullshit