Smart leaders make a classic mistake: they try to sound clever instead of being clear. The result? The line gets remembered—but the message disappears.
Clever language gets applause. Clear language gets results. Because people don’t repeat what they don’t understand, and they don’t act on what they don’t remember.
Simple Is Strong
The strongest messages are simple enough to say in a sentence and powerful enough to be repeated in a crowd. They don’t need translation or explanation. They land the first time.
Think about the messages people remember: Just Do It. Think Different. Every Child Matters. They’re simple. They stick.
Simplicity isn’t a lack of sophistication—it’s a mark of discipline. It takes clarity of thought to strip away what’s clever and leave what connects.
Clear Is Credible
Clarity beats cleverness because credibility isn’t built on how smart you sound—it’s built on how well you connect. The goal isn’t to impress your audience; it’s to reach them.
Every extra layer of wordplay or complexity is a barrier between your message and their understanding. Clear communication moves people to act. Clever communication makes them pause to figure out what you meant.
The Bottom Line
When the goal is to inform, persuade, or inspire, cleverness fades fast. Clarity builds trust that lasts.
So don’t chase clever. Chase clear.
Northbound Strategy helps leaders communicate clearly and confidently—so the message that matters is the one that gets remembered.
