“Anyone can make a complicated thing sound complicated. It takes real skill to make it sound simple.”

This episode of Think Fast, Talk Smart features Steve Blank, a seasoned entrepreneur, marketer, and adjunct professor in Stanford’s department of Management Science and Engineering. Blank teaches courses on lean startups, innovation, and entrepreneurship. Throughout his 45 years of launching businesses and helping others do the same, he’s learned the importance of crafting the perfect message by not making it complicated.

“Messages need to be memorable,” he tells podcast host and strategic communications lecturer Matt Abrahams. “The more memorable the message, the greater its ability to create change.”