“The problem with communication…is the illusion that it has been accomplished.”

– George Bernard Shaw

Technology affects many aspects of the way we work and live.  The profusion of communication methods today makes it easier than in any point in history to convey ideas, to provide news, and to connect. Rapid advances in storage and data collection means that every business decision, every analysis can be readily supported by a wealth of data. We often speak of technology (the Internet in particular) as “democratizing information” — making that information available in time and scope not previously possible.

But is it effective?

Technology that lets us accumulate facts and distribute them widely is valuable only if the message resonates. Reception does not equal understanding. Likewise, more data does not necessarily strengthen the message. In an era where data is cheap and accessible the risk of analysis-paralysis is very real. And while the capabilities have changed greatly, what makes for effective, memorable communication has not. “Simple” works.

On November 19th, 1863, the “Gettysburg Oration” was given by Edward Everett, former Massachusetts Senator and Governor. The featured speaker for the dedication of the battlefield memorial, he spoke over 13,000 words in two hours on the themes of sacrifice, shared purpose, and commitment to the ideals of democratic government. And no one remembers it. Abraham Lincoln — invited later and added to the tail-end of the program — spoke 256 words in three minutes on the same themes in a speech that has endured to this day.

Perhaps the most commonly known concept in physics is that of mass-energy equivalence. Not because the underlying idea is simple, but because its expression is. E=MC²

This is true of business communication. Simplicity — or better stated, elegance — is what ensures the message gets through. This is why we look to dashboards to display key business metrics rather than pore through spreadsheets. It’s why financial sites use arrows and color to connote market direction and drivers. And it’s why we use the “stoplight” metaphor (red/yellow/green) to convey status on projects. Data and analysis has a place: it supports decision making. Communications media can disseminate the information quickly and widely. But the presentation matters. It’s what cuts through the noise. And that is unchanged by technology.