Concept translation

Photo Credit: Ricardo Vernaglia 2014

Concept translation

Ever tried explaining what you’re building or selling, and been met with a blank stare? The value, the complexity, the nuance can all be lost in translation. When the message fails to land, nothing changes. Sometimes resistance mounts.

Distilling down what matters most to your listener is an imperative & an art. Click To Tweet

“When should I work with a concept translator?”

Concept translation is useful:

  • as your business or product idea is taking shape
  • when you’re branching out, serving or working with unfamiliar types of people
  • when you’re offering something highly complex, that needs to be accessible to a range of audiences
  • when overwhelming change is underway, and people feel stunned or confused

“How does concept translation help?”

Concept translation helps by:

  • discovering what matters most to you and to the people you want to engage
  • providing orderings and ranks for information and explanation
  • forming stories that can be shared across many media
  • forging a new clarity that is easily shared
  • defining ad hoc spaces for people to gather and interact

John Lord, CEO of TruNarrative, endorses the genius of storyFORMing with Kate Hammer