Much is written about communication during change: critical communication by leaders regarding vision and strategic intent, general and targeted communication to stakeholders, the value of storytelling, even the notion that communication is the lifeblood of successful transformation. And, as we know, most communications are either read, skimmed, or ignored. But communication is both indispensable and insufficient. Maybe communication IS that important, we just don’t always do it all that well.

I read a book recently that gave me hope, Ros Atkins’ “The Art of Explanation.” The book offers a comprehensive guide to effective communication, detailing the author’s system for clearly and concisely explaining complex information. Atkins, known as the BBC’s ‘Explainer-in-Chief’ for his viral videos, posits that effective communication is a practiced art essential for clarity and impact in all aspects of life, not just change. The core of the book is the comprehensive Seven-Step Dynamic Explanation system designed to transform complex subjects into clear, concise, and consumable content. 

What is Explanation?

Atkins offers a broad definition of explanation, stating that it is not just the final act of speaking or writing, but the entire process that precedes it. He writes: “When done well, explanation helps us establish what we want to say, to find and distil the information that we need to say it – and to calculate the most effective way to give it to people. Explanation is all of this.” He emphasizes that the definition includes both the content and the delivery. At its core, Atkins defines a good explanation by its outcome for the audience. He states: “For me, a good explanation contains all the information the person or people I’m addressing need to know on the given subject.”

Atkins identifies ten core principles that serve as a guide for any explanation, regardless of the scenario. These attributes help ensure that the information you want to share has the best chance of being consumed and understood.

Attribute	Description	Key Question
SIMPLICITY	An explanation should use simple language and short sentences to present the fewest “obstacles to comprehension” for the audience. This means removing superfluous adjectives, complex vocabulary, and unnecessary details. Atkins advocates for using “commonly spoken language,” as a person normally would.	Is this the simplest way I can say this?
ESSENTIAL DETAIL	While language should be simple, the explanation must not avoid detail. Detail provides the facts and is the “currency” of an explanation. The challenge is to sift the essential detail from everything else to avoid hiding what matters most.	What detail is essential to this explanation?
COMPLEXITY	A good explanation does not avoid complexity, because most subjects have it. To explain something well, one must first understand it, which means engaging with its complexities. This allows for better judgment on what information to include and builds confidence in the explanation.	Are there elements of this subject I don’t yet understand?
EFFICIENCY	In an environment where there is fierce competition for attention, an explanation must be efficient, giving the audience a lot in return for their time. The author describes this as providing “high-protein news”. Efficiency is about maximizing the available time and removing non-essential information (the “air bubbles”) to create space.	Is this the most succinct way I can say this?
PRECISION	A good explanation requires choosing the right words to say precisely what you mean. The author cites journalist Allan Little, who states that if your writing isn’t disciplined, your thinking hasn’t been disciplined either. This means clearing away any distracting words so that the information is potent and “spare,” like the arrangements on a Joni Mitchell album.	Am I saying exactly what I want to communicate?
CONTEXT	Context is described as “everything in explanation” because it helps the audience understand why a subject matters, which makes them care. Without context, an explanation will struggle to be effective. The author makes a point of explicitly telling people why something is important.	Why does this matter to the people I’m addressing?
DISTRACTIONS	Explanations can be undone by verbal or visual distractions created by the explainer. This includes using words, names, or acronyms the audience may not know without explaining them. It also means ensuring any visual aids, like slides or pictures, are directly and explicitly connected to what is being said at that moment.	Are there verbal, written or visual distractions?
ENGAGING	To explain something, you must keep the audience’s attention. The author uses the “dial test” as a reminder to spot moments of weakness in an explanation where an imaginary dial of audience interest might drift to the left. If you lose people in one section, you risk losing them for the entire explanation.	Are there moments when attention could waver?
USEFUL	The best explanations are helpful because they anticipate and answer the questions the audience has. By catering to a desire for particular information, an explanation becomes more credible and engaging for the audience.	Have I answered the questions that people have?
CLARITY OF PURPOSE	If you are not sure what you are trying to say, people will notice. A clear purpose should run through every word of the explanation. The author uses a powerful test: go through the explanation and ask of every single part, “is it explicitly supporting the overall purpose?” If not, it should be removed to create a completely aligned and potent piece of communication.	Above all else, what am I trying to explain?

In addition to these principles, Atkins stresses the importance of knowing your audience by assessing their knowledge, how they prefer to receive information, how to make the message feel personal to them, and how to establish your own credibility as the messenger. The core of the book is the comprehensive Seven-Step Dynamic Explanation system designed to transform complex subjects into clear, concise, and consumable content. He developed this system as a way to identify, organize, and communicate information in a clear, concise, and comprehensible way.

The Seven-Step Dynamic Explanation system emphasizes that quality explanation is the result of many small, complementary actions working together. This step-by-step system is important because it provides a practical and adaptable process to navigate the complexities of communication, turning what can feel like an overwhelming task into a manageable one. Following these stages helps to ensure that all ten attributes of a good explanation, such as simplicity, efficiency, context, and clarity of purpose, are met.

Practical Steps for Controlled Scenarios

For controlled scenarios where you determine the content, such as a presentation, speech, essay, or report, Atkins outlines the Seven-Step Explanation process.

Step	Description
Step 1: SET-UP	Begin by defining your purpose, who the explanation is for, and the logistical constraints (e.g., duration).
Step 2: FIND THE INFORMATION	Gather all potentially relevant information from direct and reliable sources without worrying about structure yet. Create lists of questions you anticipate and topics you don’t yet understand.
Step 3: DISTILL THE INFORMATION	Sift through your collected material, discarding what is not relevant and breaking down what is into its simplest form—nuggets of facts, quotes, or points.
Step 4: ORGANIZE THE INFORMATION	Group the distilled nuggets into “strands” or themes. Then, decide on the narrative or story you want to tell and order these strands logically to support that story.
Step 5: LINK THE INFORMATION	Write out the full explanation, stitching the elements together. Use techniques like “joining phrases,” “back annotations,” and “hooks” to create momentum and flow.
Step 6: TIGHTEN	Refine the draft by removing unnecessary words, shortening sentences, and checking for any “obstacles to understanding.” Seeking a second opinion is a key part of this stage.
Step 7: DELIVERY	Focus on how the explanation will be consumed. This involves verbalizing the text to check its rhythm and flow, deciding whether to use a full script or bullet points, and considering pace and emphasis.

Practical Steps for Dynamic Scenarios

For dynamic and unpredictable scenarios like interviews, meetings, or Q&A sessions, Atkins adapts the process. The goal is to prepare information in a way that allows you to access it flexibly and respond to any questions.

Step	Description
Steps 1-3: PREPARE THE INFORMATION	The initial steps of setting up, finding information, and distilling it are the same as in the controlled process.
Step 4: ORGANIZE THE INFORMATION	This is a crucial difference. Organize the information into “chunks” or strands, but limit each chunk to a maximum of five key elements. This makes the information easier to memorize and access in the moment.
Step 5: VERBALIZE	Practice is essential. Repeatedly talk through each chunk and practice transitioning between them using generic “bridging phrases.” This builds fluency and makes the information more usable under pressure.
Step 6: MEMORIZE	Commit the chunks to memory so you can recall them without notes, which can hinder flow in a dynamic conversation. The author discusses chunking as a key technique, as well as more advanced methods like the “journey method” and “memory palaces” described by memory champion Dominic O’Brien.
Step 7: QUESTIONS	Predict Questions: Anticipate the questions you are likely to be asked, including difficult or awkward ones. Plot Answers: Practice answering these predicted questions by selecting and ordering your pre-prepared chunks of information. Create Time: In the moment, listen for trigger words in a question to give yourself time to select the appropriate chunks for your answer. Use “Escape Phrases”: Use phrases like “That’s one issue. Another I’d mention is…” to transition from a question you don’t want to answer to a topic you do.

How you deliver an explanation is just as important as the information itself. Explanation is a fundamental, transformative art that can significantly improve communication in every aspect of our lives, including our change programs. In an era of infinite information, achieving clarity and impact requires a conscious, systematic approach. Quality explanation can be transformational, helping individuals achieve their goals in countless scenarios.

Atkins concludes that explanation encompasses both what we say and how we say it. The delivery, including factors like rhythm, flow, pace, and authenticity (“Would I talk like this?”), is crucial for making information consumable and for keeping an audience engaged. He calls this moving “past the perfection point until it becomes natural.”

Sources:

Atkins, R. (2023). The Art of Explanation: How to Communicate with Clarity and Confidence. Wildfire.