One of the secrets of a powerfully delivered message is to have an awareness of the exact words and phrases you want your audience to remember. In an age of soundbites, the advantage is self-evident.
For us, phrases like ‘complexity, put simply’ and ‘a strong story is like a roller coaster: exciting, but you cannot fall out.’ Such phrases stay top-of-mind because they’re convex. We’ll talk about convex language another time :-).
We call this kind of verbal nuggets ‘coinage’: toss them casually to your audience, watch them get picked up and tucked in their chest pockets – close to the heart.