Andy Raynor - Beyond the Brief
	Make it simple, simple, simple. Advisers have an annoying habit of blinding you with science when what they really need to do is communicate. It’s all about simplicity.   Your adviser should be able to summarise their advice on one sheet of paper. Really. And not using the smallest font.   The so-called “professions” (a word used to pompously institutionalise anti-competitive underperformance*) have only one reason for existence. They know one per cent more about their subject than you or I. We need them in our businesses because they have a technical skill we don’t.   Which is often taken as a licence to baffle. Do professionals really want laymen to understand?   Well they should. Professionals are in two industries at once – the law, for example….and communication. If we assume you will get the right legal answer, what makes me use you is the way you communicate. If what you sell is complex, explain it simply. Make it easier for me to understand, and easier for me to buy from you.   This sounds perfectly reasonable and all the lawyers and accountants out there are already nodding because I’m not talking about them, personally.   You quite sure about that?   *Do not hide behind the altar of your professional qualifications, defending the indefensible. Profit margins generally in the legal profession, for example, have been beaten down over the last 30 years simply because the world moved on without many law firms noticing. Believe, right now, that this world has gone.   There is another view
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