What we can learn from a great quote by F.L. Lucas about achieving clarity … 

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Here's a quote by Frank Laurence Lucas that resonates a lot with me.

and how is clarity to be achieved?

Mainly by taking trouble and by writing to serve people rather than to impress them.

This attitude has served me unbelievably well in my communication.

I mean, wow effects to impress people are easy to achieve, right?

When in doubt just throw money at the problem.

Samsung, for example, has put entire orchestras on stage during their keynotes.

Wow effects rarely increase clarity, though.

In fact, you don't even need clarity to achieve a wow effect.

Aha moments are different.

You can’t buy an aha effect.

An aha effect requires effort, your own effort, your own time.

It requires you to do the work and think things through.

You'll have to see your audience to understand where they are coming from.

And what matters to them.

You’ll have to understand their language and be able to speak it so that you

can find the words that lead everyone in your audience to see what you see.

Aha effects require clarity.

In fact, they are not possible without clarity and clarity requires effort.

But it's worth that effort because while wow effects usually fade quickly.

Aha effects often last.

The best way to think about wow effects is as a door opener to your audience's minds.

But once you're in, lead them all the way to an aha moment, because

aha moments are what changes minds.