If You Can't Explain It Simply, You Don't Understand It
- Sue Skavlem
- 3 days ago
- 2 min read
March 2026 | Sue Skavlem
Complexity is the enemy of choice.
Simple is Smart
How many options is too many?
If your customer has to think too hard about:
What you sell
Why it's important
How to buy it
How to contact you
They'll just leave.
We’re putting your brand through the 'Mafia Grandma Test.'
Can you explain what you do in ten seconds to someone who isn't in your industry?
If not, it’s time to simplify.
Let’s rewrite your 'About' section together, right now."
1 Kill jargon and industry buzzwords
Imagine your next board meeting is full of Mafia-level power-knitting grandmothers.
They know when you're blowing hot air. They will not be patronized. They don't have time for your jargon.
Explain your pitch to them.
Set a timer.
Mafia Grandma is waiting.
2 An analogy is like a lever
What is one TANGIBLE way your product helps people move from where they are to where they want to be?
Can you use that example as a story in your next customer outreach?
Use this template:
[Customer A] was searching and found [your product or tool] - and decided to try it out. They knew they didn't want to stay stuck in their current predicament. [Their BEFORE]
Using [Your Product or Tool], they went from [Their BEFORE] to [Their AFTER].
3 Design a 3-Step Process Visual
You know where your customer is (Their Before) and where they want to be (Their After). Put your product or service in between the 2. Now label them 1, 2, 3.
Viola! Instant 3-step process visual.
You can create a graphic OR jot it down on a napkin mid-conversation with your next customer.
This is just a quick win for you show add some SHOW into your next show and tell.
Now get out there and make Mafia Grandma proud.
About the Author
Sue from Skavlem Designs
When I make a design, I think – What can this do?
These designs don’t just exist. These designs DO. They work hard alongside you and your business. These designs are levers. They are sales. They are engaged customers. They are brand recognition that gets you that meeting.
Top 3 things I love to do: Read. Paint. Snowboard.
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