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Welcome to the WISE newsletter, a program of
The Falcone Center for Entrepreneurship at Syracuse University

Thursday, August 11, 2005

Describe the clouds

One story that has circulated this week about Peter Jennings is how his father made him describe the clouds when he was a child. The lesson he was teaching was that you had to be able to describe what you were seeing and be able to distinguish "this" from "that."

We often describe things too simply and assume that our listeners will get the full picture. Instead -- as Jennings learned -- you need to keep the explanation simple, yet endeavor to build a complete picture. Sometimes that meant including pictures, sounds and even silence.

As you describe your products and services, think of new words to use and new stories to tell. Find ways of keeping your explanations simple, yet meaningful.


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