Story Rule #1: Clarity Is King
A point that takes too long to make has no point
As I write this, I'm also on camera in the San Diego Convention Center, broadcasting directly from Cisco Live 2025 to millions of viewers around the world. Some are tuning in for a few seconds, others for full event days. Leaders in networking, security, data, AI, collaboration, computing, and observability are watching for that one story that makes perfect sense to them; the compelling, clear value that makes them think, ‘There! That’s it! Exactly what I've been searching for. THAT is the key to my success!'
When it comes to winning #CorporateStorytelling, clarity is king. A point that takes too long to make has no point. Rambling leads to rumbling. More information rarely creates better understanding. A confused audience loses track of the message – then loses faith in the messenger.
The more we say, the less they hear
Lack of clarity usually begins with oversharing. Our instinct when telling a story or delivering a talk is to explain or describe every element in fine detail. Sadly, as our listener grows oversaturated with content they also become underwhelmed by the person delivering that content. The longer we continue to talk, the greater the odds our ideas will begin melting into a complicated, indecipherable mass, each “important” message competing with every other. After all, when everything is special, nothing is special.
A common coaching idiom I repeat like a broken record is, “The more we say, the less they hear.” Once the value in our story turns to a drone it’s no longer clear to the listener. We lose, and so do they.
Get in. Get the message across. Get out.
The proven communication success clarity formula looks and sounds like this: Get in. Get the message across. Get out. In Moneyball, Billy Beane says, “When you get the answer you're looking for, hang up.” Why prolong the idea once clear understanding and agreement have been reached?
My remarkable friend and colleague Cristián Gálvez shared an interesting study on message clarity: In a recent speech, former German chancellor Olaf Scholz gave a public speech using an average of just under 13 words per sentence; that high average earned Scholz a disappointing comprehension score of 55 out of 100. Meanwhile Tim Höttges, CEO of Deutsche Telekom, averages 5.3 words per sentence in his speeches; that brevity earns Höttges an impressive 83 out of 100 score in audience comprehension. Less truly is more.
Internal purpose leads to external clarity
Clear external communication starts with clear internal purpose. To achieve clarity in our talks, we first have to know – specifically and without doubt – exactly what we're trying to accomplish in our talk, why we need to deliver it, how we’ll get our point across, and who we want to empower.
There are simple ways to stay on target and avoid listener confusion by delivering absolute clarity in every keynote, session, or team meeting you lead:
• No run-on sentences – state your case quickly and without rambling.
• Instead of ‘and’, use a period – end your sentence rather than adding to it.
• Make your point, then stop talking – let it sink in before moving on.
• Share one idea at a time – two ideas in one sentence dilutes both, three = game over.
• Break down complicated concepts – complexity quickly leads to apathy.
• Stick to audience value – the moment they no longer care, they're out.
• Read the room – are people nodding in agreement or checking their phones.
• Never assume they ‘get it’ – directly ask if what you've just said made sense.
• Highlight key takeaways – point your listener straight to the big payoffs.
• Your voice is their guide – stress the new, the opportunity, the empowerment
Bottom Line
Clarity creates confidence, confusion creates doubt. The clearer our intent, the more confident we become as speakers. The clearer our content, the more confidence our audience will have in us and our right to leadership. Apply these tips to keep your talks tight, focused, and clearly value-driven.
