Find the core
It's hard to make ideas stick in a noisy, unpredictable, chaotic environment. If we're to succeed, the first step is this: Be simple. Not simple in terms of "dumbing down" or "sound bites." You don't have to speak in monosyllables to be simple. What we mean by [simple] is finding the core of the idea. "Finding the core" means stripping an idea down to its most critical essence. To get to the core, we've got to weed out superfluous and tangential elements. But that's the easy part. The hard part is weeding out ideas that may be really important but just aren't the most important idea.