What does Jeff Bezos talk about constantly? Why did he ban PowerPoint presentations at Amazon? What’s parallel structure, and how can it help you communicate more clearly?<\/p>\n\n\n\n
In The Bezos Blueprint<\/em>, Carmine Gallo explains how to improve your communication by internalizing the principles that Amazon founder Jeff Bezos uses in his writing and speaking. We organized the book’s ideas into four principles that you can apply in your communication.<\/p>\n\n\n\n Continue reading for an overview of this practical book<\/a> and see how you can put these principles to work for you.<\/p>\n\n\n\n\n\n\n\n In The Bezos Blueprint<\/em><\/a>, Gallo argues that Bezos built Amazon into a juggernaut primarily through his superior communication skills\u2014skills you can learn and improve with practice. Gallo says that, if you follow Bezos\u2019s communication \u201cblueprint,\u201d you\u2019ll set yourself apart from your competition, pitch your ideas more effectively, and inspire others<\/a> to follow your lead.<\/p>\n\n\n\n Gallo is a writer, speaker, and former broadcaster who specializes in business communication and leadership<\/a>. He\u2019s the author of Talk Like TED<\/em><\/a>, which discusses how to use TED Talks as a model to improve your public speaking. In this book, he analyzes decades\u2019 worth of Bezos\u2019s shareholder letters, speeches, emails, and other communications to derive a set of principles that anyone can use to become a more effective communicator. The book may be of particular interest to organizational leaders, entrepreneurs, and marketers, but Gallo says its message is crucial for anyone who works in business.<\/p>\n\n\n\n We organized Gallo\u2019s ideas into four main principles:<\/p>\n\n\n\n We explain each principle and explore how you can implement it in your own writing and speaking.<\/p>\n\n\n\n Simplicity is clarity: if you want your audience to understand and act on your message, keep it simple. Being simple doesn\u2019t mean dumbing down your ideas\u2014it means minimizing the work your reader or listener has to do to understand you.<\/p>\n\n\n\n Picture someone who\u2019s smart but not as informed or interested in your topic as you are. What do they need to know, and what\u2019s the easiest way to explain it to them? Remember that your reader or listener doesn\u2019t need to know everything you<\/em> know.<\/p>\n\n\n\n Gallo suggests that you express your ideas simply enough that the average high school student could understand them. \u201cReadability\u201d in this context has nothing to do with the content<\/em> of a written piece\u2014it\u2019s a measure of elements like word length<\/em> and sentence complexity<\/em>.<\/p>\n\n\n\n Gallo offers a number of tips he derived from studying Bezos\u2019s letters.<\/p>\n\n\n\n Gallo advises that you use short sentences and simple words most of the time. Gallo argues that, the more complex, important, or stressful the subject matter, the more important it is to write plainly.<\/p>\n\n\n\n Begin sentences with clear subjects and vivid verbs\u2014this keeps the \u201caction\u201d moving and keeps your audience engaged. Likewise, favor active voice over passive voice: \u201cCustomers love Prime\u201d rather than \u201cPrime is loved by customers.\u201d<\/p>\n\n\n\n Qualifiers and hedge words add fluff and feel indecisive. By contrast, Bezos wasn\u2019t afraid to be concise to the point of bluntness in the slogan, \u201cGet big fast.\u201d<\/p>\n\n\n\n Gallo notes that effective writers vary sentence length and structure<\/strong>. Readers and listeners tune you out if every sentence has the same rhythm. When writing longer, more complex sentences, keep them simple and reader-friendly by using parallel structure<\/strong>\u2014that is, by using the same grammatical form to express multiple ideas. For example, Bezos wrote, \u201cThe keys to success are patience, persistence, and obsessive attention to detail<\/a>.\u201d This is easier to understand than \u201cThe keys to success are patience, to be persistent, and obsessively attending to detail.\u201d<\/p>\n\n\n\n Gallo explains that all Amazon communications state the most important takeaway up front. Your audience\u2019s time is precious.<\/p>\n\n\n\n Figure out what your takeaway is. Make sure it\u2019s obvious why it matters to the listener. To do so, Gallo says, imagine an impatient listener asking, \u201cWhy should I care?\u201d Then, answer this question three times, boiling down the answer each time until you\u2019ve found the bottom line.<\/p>\n\n\n\n Gallo advises that you develop and explain the idea as though you were writing a press release for it. Start by stating the main idea and briefly explaining why it matters. Then describe the idea in more detail, explain what problem it addresses, and how it solves that problem. End by sharing hypothetical testimonials from your intended customers or partners.<\/p>\n\n\n\n Gallo identifies two benefits to this approach:<\/p>\n\n\n\n According to Gallo, Bezos is a natural storyteller with an intuitive grasp of how to use narrative to get an idea across to his audience.<\/p>\n\n\n\n Complex ideas are often abstract, and abstract ideas are hard to understand.<\/p>\n\n\n\n After reading The Mythical Man-Month<\/em>, Bezos wanted to share one of its basic insights: The larger the team, the more time and effort it takes for team members to communicate with each other and actually get their work done. Instead of explaining the theory or the mathematical formula that describes this phenomenon, Bezos crafted a simple metaphor: \u201cWe try to create teams<\/a> that are no larger than can be fed by two pizzas.\u201d<\/p>\n\n\n\n Start by narrowing down which data you want to highlight. Then, help your audience understand the data by placing it in context and giving them a concrete reference <\/strong>such as a physical comparison that makes it easier to imagine what a number really means. For example, Bezos once described Amazon\u2019s book selection by saying that it \u201cwould now occupy six football fields.\u201d<\/p>\n\n\n\n According to Gallo, many of Bezos\u2019s communications follow a three-act narrative structure<\/strong>. <\/p>\n\n\n\n The three-act structure is made up of the following parts:<\/p>\n\n\n\n Act 1) Setup:<\/strong> The storyteller sets the scene, introduces the key characters, and establishes the world.<\/p>\n\n\n\n Act 2) Challenges: <\/strong>The main character encounters obstacles and setbacks on the way to her goal. These challenges force the main character to grow and change.<\/p>\n\n\n\n Act 3) Resolution:<\/strong> The main character overcomes the obstacles and achieves her goal. In the process, she improves herself and the world.<\/p>\n\n\n\n Bezos banned PowerPoint presentations at Amazon, insisting that anyone presenting information at a meeting do so instead with short memos structured like narratives. Turning your ideas into a story (instead of a slideshow) forces you to think about what\u2019s important, why, and how best to convey the implications of your ideas. It also helps listeners to pay better attention and more effectively absorb your messages.<\/p>\n\n\n\n Gallo writes that, to master communication, you must continue to work at it. This involves repeating your purpose\u2014to the point of obsession\u2014and practicing your skills.<\/p>\n\n\n\n Bezos\u2019s purpose is to serve customers. This purpose infuses his communication. Not only does he constantly talk about<\/em> his customers, but his communication principles are also designed to make his ideas as clear as possible to a general audience.<\/p>\n\n\n\n Gallo argues that your purpose<\/a> is whatever drives you. He argues that you don\u2019t have to go looking for your purpose; it will find you in time.<\/p>\n\n\n\n Take the time to state your purpose in a way that\u2019s as short, simple, understandable, and relatable as possible. He gives Amazon\u2019s purpose statement<\/a> as an example: Their mission is to be \u201cEarth\u2019s most customer-centric company.\u201d Bezos mentions customers almost obsessively.<\/p>\n\n\n\n Members of your organization should internalize your purpose and act in accordance with it at all times. Likewise, the wider world should come to associate your organization with your purpose.<\/p>\n\n\n\n Gallo points out that Bezos honed his communication skills through years of experience and practice. He suggests several ways you can learn from Bezos\u2019s behaviors to improve your own communication, for both writing and public speaking.<\/p>\n\n\n\nOverview of The Bezos Blueprint<\/em><\/h2>\n\n\n\n
Principle #1: Keep It Simple<\/h3>\n\n\n\n
Consider Your Audience<\/h4>\n\n\n\n
How to Write Simply<\/h4>\n\n\n\n
Use Short Sentences and Simple Vocabulary<\/h5>\n\n\n\n
Write Actively<\/h5>\n\n\n\n
Avoid Qualifiers and Hedge Words<\/h5>\n\n\n\n
Pay Attention to Sentence Structure<\/h5>\n\n\n\n
Principle #2: Get to the Point<\/h3>\n\n\n\n
What\u2019s Your Point?<\/h4>\n\n\n\n
Start With the Press Release<\/h4>\n\n\n\n
Principle #3: Tell Stories<\/h3>\n\n\n\n
Make Complex Ideas Concrete<\/h4>\n\n\n\n
Use Metaphors<\/h5>\n\n\n\n
Use Data Sparingly, and Illustrate It<\/h5>\n\n\n\n
Make Your Message Into a Narrative<\/h4>\n\n\n\n
Abandon PowerPoint<\/h5>\n\n\n\n
Principle #4: Repeat and Refine Your Message<\/h3>\n\n\n\n
The Importance of Purpose<\/h4>\n\n\n\n
Find Your Purpose<\/h5>\n\n\n\n
Repeat Your Purpose<\/h5>\n\n\n\n
Keep Growing Your Skills<\/h4>\n\n\n\n
Read Widely<\/h5>\n\n\n\n