"There are some people in life we feel compelled to listen to. There's something about the way they deliver their message that draws us in. Interestingly, when we look deeper, the detail of what they say seems to be less important than their delivery and their ability to capture an idea in a simple way. Rather than get frustrated by this conundrum, we need to learn from it."
"The Cambridge English Dictionary defines cut-through as 'success in getting people's attention and influencing them'. The aim of a great pitch or presentation should be nothing more and nothing less. Of course, you need to strive for more than just soundbites and clickbait. If there's no substance to your message people will quickly be distracted by the next shiny thing. But cut-through is the Trojan Horse. It gives you a foot in the door."
Some individuals capture attention primarily through how they deliver ideas rather than the ideas' complexity. Influencers, politicians and celebrities often say little of substance yet attract large audiences because of compelling delivery. Achieving cut-through—success in getting people's attention and influencing them—should be the primary aim of any pitch or presentation. Delivering memorable simplicity opens opportunities to present substance afterward. Communicators must adapt to how audiences consume content and change communication immediately. Traditional presentation habits remain largely unchanged, so presenters should prioritize emotion, simplicity and energy to achieve effective cut-through. Cut-through acts as a Trojan Horse, providing an entry point for deeper messages.
Read at Big Think
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