According to the "Einstein Theory of Communication," even a room of brilliant individuals has a lower collective intelligence in a large audience setting. This necessitates that leaders communicate with extreme simplicity—using big fonts, few bullet points, and short sentences—to ensure the message is absorbed by the group.

To communicate complex ideas, write at a 4th or 5th-grade level. Warren Buffett, a master of a complicated business, writes his famous annual letters with extreme simplicity. Using simple language and analogies makes your message more accessible and powerful, not less intelligent.

To ensure clarity and impact, mandate that any explanation of the platform team's work to non-technical stakeholders must be understandable in under three minutes. This forces the team to distill their message to its core value, cutting through technical jargon.

Bupa's Head of Product Teresa Wang requires her team to explain their work and its value to non-technical people within three minutes. This forces clarity, brevity, and a focus on the 'why' and 'so what' rather than the technical 'how,' ensuring stakeholders immediately grasp the concept and its importance.

Corporate communication often fails because professionals mimic the bland, jargon-filled style they see from other companies. They are 'LARPing' (live-action role-playing) what they think an executive should sound like, creating a self-perpetuating cycle of hollow, ineffective communication that lacks authenticity and impact.

Trying to be overly clever with metaphors or complex language can distract and confuse an audience. Simple, direct narratives—like a "Dick and Jane" book—are more effective because they ensure the core message is easily understood and retained.

The most effective hooks are simple enough for a 5th grader to understand. This isn't because the audience lacks intelligence, but because they are highly distracted while scrolling. Complex vocabulary, jargon, or acronyms cause confusion, leading viewers to immediately scroll away. Use the "Drunk Grandma" test for clarity.

When people don't understand your point, it's often a sign that you are not meeting them where they are. Instead of pushing forward impatiently, you must go back to their starting point, re-establish shared assumptions, or reframe the message from their perspective.

A common pitfall for new CPOs is using product-specific jargon with executives and the board. To be effective, they must communicate as business leaders, focusing on financials, succinct points, and simple customer stories that the entire organization can understand.