You didn't want to start from here.

"Our house is right in front of it.  You'll see a big tree. Go to the end of the road and turn left."

It's nonsense, but not complete nonsense.  If you reverse the order of the three sentences, you'll find it makes complete sense.

The words are identical, the instructions are the same.  But instead of giving directions from the end point, now you're giving them from the start point.  Much better.

Scarcely rocket science, you may be thinking. Pretty obvious that's the only logical way to give directions.

And so it is. But if it's so obvious and logical, why don't people use the same approach when explaining other topics, so they don't lose the audience?

Topics like, say, how our new technology will change the world. Or what next year's market looks like. Or why staff need to work harder for less pay.

Here's why.  Because on the surface, these topics don't look as simple to explain as how to get from A to B.

Assumptions.  Giving directions, you know exactly where the audience is now.  With other explanations, you have to make assumptions about audience knowledge.  That can be difficult, especially where the audience is diverse.  How much do they already know about the new technology? Will I patronize half the audience and leave the rest behind?

Structure. Giving directions, there is a ready-made structure for the explanation.  In fact, there's only one way of doing it: a sequence of instructions in a specific order.  But there are myriad ways of explaining other things. What's the best way to structure my presentation about next year's market?

Common ground. Giving directions, there is perfect accord about the end point of the explanation: getting to your house.  It's non-controversial. You have a shared purpose and a common goal: they want to get to your house and you're going to tell them how.  But what if there is a perceived conflict of interest between you and your audience?  Or between one part of it and another?  My plan for staff to work harder for less pay may appeal to investors.  But in the lamp-light of that extra midnight oil I'm asking staff to burn, it's going to look a bit dim.

Topics like these don't seem simple to explain, but you can make them so, if you choose.

Never assume

'Assume' makes an 'ass' out of 'u' and 'me'.  (Doncha love it?)

Don't assume audience knowledge about the topic.  Much safer to assume zero knowledge. Work out the lowest common denominator of knowledge in your audience and plan from there.  To avoid patronizing those who think they do have knowledge, preface your explanation with the magic words 'as you know'.

"As you know, cloud technology is now one of the top three determiners of competitive advantage"

If they knew, they're not offended by your telling them, because you've acknowledged they knew.  And if they didn't know, they do now.

By the way, as well as zero knowledge, much safer also to assume zero interest.  Command interest with a dramatic opening.

"You're probably very happy with the technology you're using at the moment and if you want an easy life, that's fine.  If on the other hand you still want to be in business tomorrow, you're going to have to throw it all out.  Let me explain..."

Structure everything from the audience view-point

Explain the topic from the audience viewpoint, not your own, as you do when giving directions.

So instead of...

"Let's begin with some key features of next year's market..."

Try...

"Let's begin with where the market is today and then look at where it's going next year..."

Find common ground

If there are differences and conflicts, search for the common ground to bring people together.  Build a boat and then put everyone into it.  A bit like Noah.

So instead of...

"There's no easy way to put this, I'm afraid.  You're all going to have to work harder for less pay."

Try...

"I know we all love this business.  I know we're all worried about whether it will pull through these difficult times.  All of us have worked really hard and we've all felt the strain of the past few months.  So what I'm going to ask of you is not asked lightly...."

Or even...

"I have today cut management salaries by 10 per cent until further notice -  including my own - and I will personally be working every weekend until we get through this difficult period.  In return, what I'm going to ask of you..."

Hmmm...

Whatever you do, you won't go far wrong if you plan the explanation as a journey from one point to another and make sure everyone follows you every step of the way.