The value of being specific

Abstraction is easy. Anyone can spin up hypotheses and “what ifs” and play devils advocate about imaginary scenarios.

Specifics are harder because they require us to think a little deeper about the message we’re trying to convey.

When you present an idea, whether it’s to clients, stakeholders or customers, here are 3 tips to anchor your ideas on the concrete.

🌟TELL A STORY ABOUT A CUSTOMER 🌟

🐶 Carlos, an animal shelter volunteer, doesn’t have a reliable way to keep track of treatments and medications for their hundreds of cats and dogs.

🛍 Tasha, a customer service representative at a major department store, is embarrassed she has to constantly refer to her binder of training materials instead of assisting customers.

‼️Remember: the more captivated we are by a problem, the more invested we are in the solution.

🌟 INCLUDE QUOTES 🌟

Humanize your target audience by sharing “voice of the customer” quotes.

Whether these are from public reviews, observable conversations or research interviews, quotes are an evocative and powerful tool for creating empathy.

🌟 MAKE IT VISUAL 🌟

Use clip art. Stock photos. Snapshots of napkin sketches. Screenshot examples from competitors.

Excuses of “I’m not an artist” won’t fly here because you’re not making art, you’re using these tools to communicate.

Which techniques have you used to get specific about your problem?