Haiku What You Do Challenge: The Power of Simplicity

Make complex data simple

I love maps. They take complex data and make it simple. (Full disclosure: I have an MS in Geography, so this love is real.) It’s clear and concise messaging. There’s a lot to learn from maps for marketing strategies for private schools. 

In Seth Godin’s recent post, he shares a powerful insight: when information sits at the intersection of “Interesting/Relevant” and “True,” you create a powerful story.

This is precisely what we do at StoryScape with schools every day. We brand private schools by absorbing all the information through research and identify what’s most relevant to reveal at different moments, helping families truly understand what makes your school distinctive. Standing out with a unique brand is challenging when you’re in good company, and making your message simple and clear is even harder. There’s so much to say and too little time. But when you prioritize the what and when, it will resonate, moving families from curiosity to visiting your campus.

This Seth post obviously struck a chord with me. Here’s more that was right on: “…when we share all the facts, we’re simply boring people. Stories are relevant, creating a narrative and tension and change.” All-girls, coed, Catholic—these are facts. Talk about benefits instead. Schools should work tirelessly to tell stories about how their school will benefit children, instead of touting attributes.

A Simplification Story

Recently, I was at a client kickoff where I was told there was no need for an introduction about our work together. Our main point of contact had already walked their teams through the project multiple times, and they came prepared to discuss. My 17 orientation slides were no longer needed, which was refreshing, but I did need a transition from Zoom figure to in-person workshop facilitator.

Fortunately, on my flight to this kickoff, I had watched David Sedaris’s Master Class on Storytelling. It inspired me to write a haiku capturing what StoryScape does as an exercise to get schools thinking about simplifying their own messages.

Here’s my attempt:

For great engagement (why)
Message what’s relevant (what)
To both you and them. (who)

While perhaps not the most poetic, it forced me to choose words wisely. And it worked. Those complex 17 slides shrunk down to 1 with only 11 words on it, capturing our work together using a simple 5:7:5 framework. There were smiles and nods. It got the point across through storytelling. Simple works. A clear and concise message is not a nice-to-have, it’s a need-to-have, especially if you’re looking to resonate with the people you want to speak with most. 

Can you haiku what you do?