THE Lean Manifesto
The new rules of communication for a digital age
People today are busier and more distracted than ever; they don’t want to think and they don’t want to read. To grab even a sliver of their fractured attention, we have to set aside what we think we know about communication and embrace new rules that work for the digital age. Here they are:
CUT THE FLUFF
Nobody wants fancy talk and extra details. Especially not executives.
IT'S NEVER ABOUT YOU
Your audience cares about how your message affects them. Period. Hit their pressure points, and you’ll get their attention every time.
MAKE IT EASY ON THE EYES
Busy people ignore poorly designed messages. Inject a bit of visual appeal to make a strong first impression.
PAINT CLEAR MENTAL IMAGES
People think visually. Your message should be so vivid that it forces a picture to POP into your audience’s head.
PUT YOUR MESSAGE FIRST
Busy people need to know your point right away to understand everything that follows. Don’t keep them in suspense.
People want to deal with warm, authentic, friendly human beings. Don’t be a corporate drone.
MAKE IT EASY ON THE BRAIN
Busy people handle complex stuff last. You don’t want your work to go to the bottom of the pile. KISS applies today more than ever.
Social channels have given us a taste for short, media-rich communications. When you can, dress up your words with colour, humour, visuals, videos, and music.
CREATE WIN-WIN RELATIONSHIPS
Cooperation (influence) happens when both parties know the real value of working together.
CUT THE FLUFF
In case you missed it the first time.