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How a burger explained net neutrality: the power of comparative illustrations

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3 Checkpoints to Presentation Success: A Practical Guide to Creating a Clear & Focused Presentation

If you have ever tried to explain what you do to someone who’s unfamiliar with you, and all you get is a blank look, you know how frustrating and demoralising that can make you feel.

We as leaders need to work harder to ensure our audience knows what we’re saying. When it comes to presenting complex information, clarity is king.

I believe we need to be intentional about using comparative illustrations to prove our points.

As a web developer in my previous life, many of our clients used to ring us up and ask, ‘why can’t I upload this image to our website – it says there’s a limit? Why’s there even a limit!?’

One of the comparisons I used to use for file uploading size limits would be moving furniture into your home.

‘Let’s say your image was a large oak dining table that you just bought, and your website was your house. You want to get that dining table into your dining room however you’ve attempted to move it through your front door. It’s going to take the sliding door to get that through. So what I can do is open up the sliding door to ensure that dining table can get into your home, and into your dining room’.

I get that if you took that comparison to the nth degree it would fall apart. However, the principle of what I was trying to explain was understood.

I recently encountered a video from Burger King that attempted to explain to its customers what net neutrality was. According to Wikipedia, Net neutrality is ‘the principle that governments should mandate Internet service providers to treat all data on the Internet the same, and not discriminate or charge differently by user, content, website, platform, application, type of attached equipment, or method of communication’.

If that’s as clear as mud, then welcome to the (burger) club.

That’s why this video from BK is genius.

The next time you’re attempting to explain your products and services to unfamiliar audiences, use comparative illustrations.

Perhaps use a burger as a starting point.

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