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|CHAPTER 6|

The Easiest Way to Explain Anything

“Analogies . . . make one feel more at home.”

—SIGMUND FREUD

Is Your Info Hard to Understand or to Picture? Try an Analogy

Let’s say you’re explaining something complicated, like the brain, to someone like me, whom you suspect may not have one.

Use an analogy.

The brain, you might say, is like a sponge (absorbs everything). Or a sieve (retains nothing). Or mush (seems to lack coherence).

You can easily picture a sponge, a sieve, or mush. A picture is no small thing. Most business info is abstract and hard to picture.

If your audience can’t visualize what you’re saying, they’re more likely to daydream. Daydreams are visual. For example, imagine being at the beach. Notice you can see the beach.