These messages should be not just easy to understand but also hard to misunderstand. A. G. Lafley, the former CEO of Procter & Gamble, called this the “Sesame Street Simple” rule. Don’t go for the overly sophisticated message. Don’t go for the one that makes you sound smart. Go for the straightforward message that can be easily understood and repeated. Make the most essential things the easiest ones to teach and the easiest ones to learn.
