Effortless: Make It Easier to Do What Matters Most

by Greg McKeown

Then a different idea was floated: to simplify the message to a short whiteboard sketch that could be explained in under ten minutes. The head of marketing taught it to a pilot group first. Then he had them practice coming to the front of the room and teaching it to one another. Then he sent them off to go and teach it to their teams. Everyone was expected not only to learn it but also to learn how to teach it. Anyone could be asked to stand up in front of any group and teach it at any time. Within just a few weeks, the inconsistencies disappeared. An HR rep in Germany could explain it. A finance manager in California could explain it in the exact same way. This meant that customers were getting the same message as well. Pretty soon, the impact began to multiply. What had once involved months of frustrating effort became a virtually effortless path to success.