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Part 1: Plan
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Part 1: Plan
by Lee LeFever
The Art of Explanation: Making your Ideas, Products, and Services Easier to Understand
Cover
Title Page
Copyright
Dedication
Preface
Part 1: Plan
Part 2: Package
Part 3: Present
Author Note
Introduction
Part 1: Plan
Chapter 1: Learning to Run
Chapter 2: What Is an Explanation?
What Is Not An Explanation
Defining Explanation
Explanations Require Empathy
Act and Art
Look at Your Fish
Explanation Lowers the Cost of Understanding
An Explanation Is a Way to Package Ideas
Explanations Answer the Question “Why?”
Explanations Make People Care
Chapter 3: Why Explanations Fail
All About Confidence
Assumptions Cause Failure
Words Can Hurt
We Lack Understanding
We Want to Appear Smart
The Direct Approach—No Context
Summary
Chapter 4: Planning Your Explanations
Identifying Explanation Problems
Part 2: Package
Chapter 5: Packaging Ideas
Stepping Outside the Bubble
What Goes into the Packaging?
Chapter 6: Context
Forest then Trees
Solving the Context Problem
Context in Explanation—We Can All Agree
Context and Pain
Example: Google Docs
On the Explanation Scale
Summary
Chapter 7: Story
Stories Versus Facts
But I'm Not a Storyteller
Common Craft and Stories
The Simple Ingredient: People
Using Stories in Explanation
Basic Story Format
When Does Storytelling Not Work?
Personification and Story
On the Explanation Scale
Summary
Chapter 8: Connections
Connecting Your Long Lost Uncle—Old Versus New
Building-on Versus Establishing
Analogy
Common Craft Videos
On the Explanation Scale
Summary
Chapter 9: Description
Explaining Web Browsers
Explanation Is Not a Recipe
On The Explanation Scale
Summary
Chapter 10: Simplification
Chapter 11: Constraints
Common Craft and Constraints
Constraints and Your Explanations
Summary
Chapter 12: Preparing for and Writing an Explanation
The Common Craft Writing Process
Big Ideas
Research and Discovery
Script Writing
The Real Thing
Chapter 13: Bringing an Explanation Together
Part 3: Present
Chapter 14: Common Craft's Lessons Learned
Common Craft Gets Started
Ten Lessons Learned from Common Craft Explanations
Chapter 15: Right Medium for the Message
A Transformation
Media Options
Presentation Modes
Recording and Distribution Options
Constraints Come to the Rescue
Summary
Chapter 16: Visuals
You Can Use Visuals
Dan Roam's 6 × 6 Rule
Common Craft Visual Metaphors
Noise and Simplicity in Visuals
Infographics
Creating Digital Visuals
Summary
Chapter 17: Emma and Carlos
Epilogue
Chapter 18: Explanation Culture and Your Life as an Explainer
Your Life as An Explainer
Acknowledgments
Links to Common Craft Videos
Author Note
Chapter 2
Chapter 4
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 12
Chapter 14
Chapter 16
About the Author
Bibliography
Index
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Introduction
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Chapter 1: Learning to Run
Part 1
Plan
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