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.
