You know the expression “Explain it to me like I am fifth grader.”  Your audience is asking you to dumb it down.  Make your point simple and clear, so that the layman can understand.

The actor Alan Alda has turned the fifth grader expression into a popular communication contest.  It’s called the Flame Challenge.  Each year, Alda poses a basic science question like “what is a flame?”.  Hundreds of scientists compete to give the clearest and most engaging answer.

The judges in Alda’s contest are fifth and sixth graders.  Thousands of kids participate from all over the globe.

The winners do a great job of creating succinct and memorable answers.  The 2014 winner for “What is Color?” uses ice cream and a Toyota Prius.  The 2015 winner for “What is Sleep?” nails the point when the narrator eats a bar of soap after a poor night’s sleep.

What do the Flame Challenge judges look for?  The same criteria you need in any good presentation, email, or update:

1. Did I learn something? – Every message has a goal.  For the Flame Challenge, the audience must come away with knowledge about a topic.  In the “What is Color?” video, we learn that color has four parts; lightwaves, signals, reflections, and perceptions.  The entire presentation is structured around delivering those four points.  An effective message anchors your audience on your key points.

2. Was the answer compelling and clear? – Your audience is looking for an answer that explains and engages.  The “What is Sleep?” uses lighthearted visuals of the brain cleaning itself.  When the narrator wakes up from a good night’s sleep, you see his energy and clarity the following day.  An effective message leaves relevant memories.

3. Did the answer spark me to want to learn more? – Even if you have the most magical message and most compliant audience, there are limits for attention span.  You cannot drone on forever.  In the “What is Color?” video, a semester of material on the human eye is humorously summarized in 30 seconds.  An effective message provides information and leaves your audience wanting to learn more.

4. Did the answer use words that I could understand? – The moment you bring in technical jargon and acronyms, you lose most of your audience.  The “What is Sleep?” video describes Cerebral Spinal Fluid simply as cleaning the brain while you sleep.  No mention of relevant but technical terms like glymphatic systems or beta amyloid.  An effective message uses language that the audience will understand.

The Flame Challenge is a great reminder to pay attention to your audience. When you craft a tailored message, you will be successful getting your point across.

Dynamite was invented by Alfred Nobel as a blasting solution for mining. Nobel also saw dynamite as a way to deter war. With huge explosive power, he reasoned, sides in a conflict would surely lay down their arms. Whoops!

Using an analogy to make your point is like handling dynamite. Used correctly, it is powerful and efficient. Without having to think too hard, your audience quickly reaches your memorable conclusion.

One of the best analogies ever; the brain on drugs PSA representing your brain as an egg and drugs as the hot frying pan.

This is your brain.

This is your brain on drugs.  Any questions?

It made an immediate point and emotional connection that drugs damage your brain.

Mishandle an analogy and it can blow up. Jeb Bush tried to detonate Marco Rubio’s campaign by portraying him as a Republican Obama. Painting Rubio as Obama leads many to think of the youth, energy, and ethnicity the Republican party wants for the White House bid.

So how do you know if your analogy works? Use the framework from the author and speechwriter

“My life has become a major distraction from my cell phone” Anonymous

I love the many benefits of technology. What I do not love is the attention span deficit. We have become too comfortable multitasking on our smart phones while engaging with others.

What’s this behavior called? Phubbing, using your smart phone to snub someone.

You can read all about phubbing in “Too Much of a Good Thing: Are You Addicted To Your Smart Phone?” by Dr. James A. Roberts. (Full disclosure: I read the book on my smart phone ?)

Dr. Roberts’ phubbing highlights:
1. Why are we so comfortable phubbing?  We are dedicated to distraction:
Checking our cell phone 150 times per day
Checking email 30 times per hour
Switching between phone, laptop and other tech devices 21 times per hour
2. Are you a frequent phubber?  Try the nine point quiz in chapter 4 to find out.
3. Are you dating your cell phone?  You’re taking your cell phone to bed and checking it first thing in the morning. This may be your most intimate relationship. Think Joaquin Phoenix in the movie “Her.”
4. Is your cell phone always in sight?  The mere appearance of a cell phone reduces engagement. That’s right, you do not even have to use your cell phone to tick someone off. Just make it visible.

When your audience is phubbing you, they are not present and engaged. Your message is either distorted or completely forgotten.

So what do you do? Try these techniques to reduce phubbing:

1. Request Attention – Call it out at the beginning. Whether its an individual conversation or large meeting, politely request everyone mute their technology. You have created a two minute window to make your message stick.
2. Create a Detox Box – Recommended by the organization Talk More Tech Less (www.talkmoretechless.com), create a box for your smart phone. To detach from your phone for dedicated time and activities, put it in this dedicated detox box.
3. Play The Phone Stack – When out to dinner, have your group play The Phone Stack. Everyone puts their phone in a stack after ordering. As those phones buzz and beep, no one is allowed to grab their device. If someone grabs their phone before the end of the meal, they have to pick up the check.
4. Use Smart Phone Apps – Ironic, I realize, using an app to curb smart phone use. Apps like Moment, Forest, and Checky provide you tools to disengage with your phone and engage with the world.

You cannot amputate the fifth limb that is the smart phone. Do your best to create smart phone restraint. You will make a better connection with people.

We all know people that cannot stop talking. Tell me if you can relate to the scenario in this video.

https://vimeo.com/sheffieldreview/review/120201134/6a4ce90a35

This is funny at home, but not at work. If you want to turn yourself or a colleague into an effective communicator, ask me how.

I blog regularly on creating a clear message, specifically two aspects:

1. Communicating clearly
   1. Using stories
   2. Creating focus
   3. Understanding your audience
2.  What gets in the way of a clear message
   1. Technology
   2. Information overload
   3. Organization