Leonardo da Vinci said that 'simplicity is the ultimate sophistication'.
It's a real skill to take a complicated process and break it down to its most simple components. It's essential for the business of selling. It's essential for the business of video.
At the same time, no-one's asking for you to dumb things down for them. It's just that they really don't need to know all that stuff that interests you so much about your product or service. They don't need the detail of the backstory or the in-depth knowledge of the widget.
They don't have the time and you don't have the budget.
They just need to know what they need to know.
In video, it's essential to squeeze knowledge into the bare basics. You have to chop, shave, and shave again until you have three salient points about your product or service. Two is too few and four is too many. Have a look at this explainer from Christie's and enjoy the feeling of going up some easy steps, that aren't looking down on anyone.
Niamh Guckian is the Director of Go Motion Academy
Providing Training in Video for Social Media & Digital Marketing