The Art of Explanation

Lee LeFever 지음

Wiley 2012년 11월 08일 출간

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Your guide to becoming an explanation specialist.You've done the hard work. Your product or service works beautifully - but something is missing. People just don't see the big idea - and it's keeping you from being successful. Your idea has an explanation problem.The Art of Explanation is for business people, educators and influencers who want to improve their explanation skills and start solving explanation problems.Author Lee LeFever is the founder of Common Craft, a company known around the world for making complex ideas easy to understand through short animated videos. He is your guide to helping audiences fall in love with your ideas, products or services through better explanations in any medium.You will learn to:Plan: Learn explanation basics, what causes them to fail and how to diagnose explanation problems. Package: Using simple elements, create an explanation strategy that builds confidence and motivates your audience. Present: Produce remarkable explanations with visuals and media.The Art of Explanation is your invitation to become an explanation specialist and see why explanation is now a fundamental skill for professionals.

목차

Preface xiAuthor Note xvIntroduction xviiPART 1 Plan 1Chapter 1 Learning to Run 3Chapter 2 What Is an Explanation? 7What Is Not An Explanation 8Defining Explanation 9Explanations Require Empathy 10Act and Art 11Look at Your Fish 12Explanation Lowers the Cost of Understanding 13An Explanation Is a Way to Package Ideas 14Explanations Answer the Question ‘‘Why?&'&' 16Explanations Make People Care 16Chapter 3 Why Explanations Fail 23All About Confidence 24Assumptions Cause Failure 24Words Can Hurt 26We Lack Understanding 27We Want to Appear Smart 28The Direct Approach&m-No Context 30Summary 32Chapter 4 Planning Your Explanations 33Identifying Explanation Problems 34PART 2 Package 43Chapter 5 Packaging Ideas 45Stepping Outside the Bubble 46What Goes into the Packaging? 48Chapter 6 Context 51Forest then Trees 53Solving the Context Problem 56Context in Explanation&m-We Can All Agree 61Context and Pain 63Example: Google Docs 63On the Explanation Scale 65Summary 66Chapter 7 Story 67Stories Versus Facts 68But I&'m Not a Storyteller 69Common Craft and Stories 71The Simple Ingredient: People 73Using Stories in Explanation 74Basic Story Format 75When Does Storytelling Not Work? 77Personification and Story 79On the Explanation Scale 81Summary 81Chapter 8 Connections 83Connecting Your Long Lost Uncle&m-Old Versus New 84Building-on Versus Establishing 87Analogy 89Common Craft Videos 90On the Explanation Scale 92Summary 92Chapter 9 Description 93Explaining Web Browsers 95Exp

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저자(글) Lee LeFever

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LEE LeFEVER is the Chief Explainer, illustrator, and voice of Common Craft, and is widely credited for inspiring the video explanation industry. Since 2007, the company has won numerous awards and has created explanations for the world#39;s most respected brands, including Intel, Google, Dropbox, and Ford. Its online videos have been viewed more than 50 million times. Today, Common Craft#39;s mission is to make the world a more understandable place to live and work by inspiring and equipping professionals to become explanation specialists. Lee can be found in Seattle, Washington, with his wife and business partner, Sachi, and their dog, Bosco, a fine swimmer.