The lost art of keeping things simple
For the most part, organizations, communities, and brands already know what their story is. The problem isn’t the story itself. It’s how hard we make it to tell. Somewhere along the way, we convinced ourselves that our stories need to be complicated, exciting, funny, academic, or perfectly packaged to be taken seriously. But why? Why can’t it just be simple?
Why does it have to feel marketable or persuasive? You’d think that if you were honest and clear about what you do, the right people would understand and connect. At least, that’s the assumption. But everything feels so noisy now, and it seems like everyone is competing for attention, trying to say more, do more, be more, just to be noticed.
That’s what I found in 2025: everything is just too complicated. No one seems to understand that not everything has to be a viral moment or a layered strategy or a not-so-simple how-to guide.
What if we said what we meant and kept it just as simple? What if, instead of trying to compete in all that noise, we just told the truth and stopped there?
“I am an organization that supports kids to play sports, that’s it. I don’t need to say anything else. I don’t need to sell anything else; people get it. You know what I do. They’re convinced kids in sports.” What else do you need?
It seems people think that if something is overcomplicated, it must be meaningful. While that can be true, simplicity often tells a better story. Here are some tips to help you think about what simple may look like.
Always keep your “why” in mind. If you stick to why you’re doing something or why you’re telling a story. It’s easier for people to feel tied to your purpose than the mechanics of how you work.
Think about your audience. Are they volunteers, parents, or grandparents working in their community? Are they community organizers who plan block parties? What language would they use to describe the work you do? Why would it matter to them?
Keep things clear. Don’t load your story or work, or try to tell everything. Focus on the things that really matter and expand on them.
Share real-life examples. People love something they can connect to. Show them how your work or program works on the ground.
This new year, let’s try doing things differently. Move away from expert speak (not saying this isn’t relevant), but let’s just go back to basics.
Would you try this?