Perceived Value: The Art of Communicating Complex Ideas

In the ever-expanding digital landscape, the value of content is not solely determined by its accuracy or depth. Rather, it is often judged by how well it connects with its intended audience. One of the most significant barriers to this connection arises when subject matter experts (SMEs) attempt to communicate complex material to non-experts. While the depth of their expertise is vital, it often becomes a roadblock when it comes to simplifying their knowledge for the general public or even specialized audiences.

So, why is this the case? And what can be done about it?

The Subject Matter Expert Dilemma

If you are an SME, your passion, experience, and in-depth understanding of your field are unquestionable assets. However, these same qualities often work against you when trying to convey information to others in a digestible format. There are three major reasons why this occurs:

1. Foundational Knowledge Gap SMEs frequently misjudge the baseline understanding of their target audience. Concepts that seem obvious or second nature to them might be entirely foreign to others. The foundational knowledge they take for granted can create a steep learning curve for those not as deeply immersed in the subject.

2. Assumptions of Jargon and Acronyms Every field has its own language—acronyms, jargon, and technical terms—that professionals use to communicate efficiently with peers. But this specialized vocabulary can quickly alienate or confuse audiences outside the bubble of expertise. The assumption that people will understand the shorthand can backfire, diluting the impact of otherwise valuable information.

3. The Overload Effect SMEs often struggle with filtering the right amount of information to share. Their enthusiasm and desire to convey all aspects of their expertise may lead to information overload. Rather than clarifying the subject, this approach can overwhelm the audience and obscure the key messages. Knowing what to leave out is just as important as knowing what to include.

Why SMEs Aren't Always the Best Communicators

The truth is that while SMEs are invaluable for their knowledge, they may not be the best individuals to translate that knowledge into actionable or comprehensible content for others. The act of distilling expertise into easy-to-understand material requires a skill set distinct from expertise itself. This is where specialists like instructional designers and communication experts come into play.

Instructional Designers: Bridging the Gap

Instructional designers (IDs) are professionals trained in the art of transforming complex information into digestible learning experiences. Their primary focus is not on the content itself, but on how that content is delivered, ensuring that it is accessible, engaging, and effective. The National Science Foundation (NSF), for example, grants millions of dollars annually to support scientists in their research endeavors. But they also grant substantial funds to instructional designers and communication experts whose job is to disseminate these findings to a wider audience.

The NSF recognizes that the effectiveness of a scientific grant is not just in the research conducted, but in how well the outcomes are communicated. Without a clear and compelling narrative for the broader public, policy makers, and even other scientists in adjacent fields, the impact of the research can be significantly diminished.

Instructional designers play a crucial role in framing the data and research into formats that not only educate but also justify the investment. Whether through presentations, reports, or educational modules, they ensure the perceived value of complex content aligns with the audience's ability to grasp and apply it.

The Art of Simplification

There is an art to transforming complexity into clarity. As Albert Einstein famously said, "If you can't explain it simply, you don't understand it well enough." Simplification doesn’t mean dumbing down content—it means presenting it in a way that allows others to grasp its essence without being bogged down by unnecessary complexity.

Here are some strategies that can help bridge the communication gap:

1. Know Your Audience Before crafting any content, it’s essential to understand the baseline knowledge and interests of your target audience. Are they experts, novices, or somewhere in between? What do they need to take away from the content? Tailoring your message to the specific audience ensures higher engagement and understanding.

2. Use Analogies and Stories Analogies are powerful tools for explaining complex concepts by relating them to something familiar. Storytelling adds another dimension, making information more relatable and memorable. People connect with stories and examples that allow them to see the relevance of a concept in their own lives or work.

3. Leverage Visuals A well-crafted visual can often convey more information than a page of text. Infographics, diagrams, and visual aids break down complex information and make it easier for the audience to digest. People process visual information faster, and pairing it with concise explanations can significantly enhance understanding.

4. Limit the Scope Less is often more. Focusing on the core message and stripping away unnecessary details can increase comprehension. Prioritize the information that is most relevant to your audience, and avoid overloading them with every aspect of your expertise.

5. Test and Revise After content is created, it's important to test it with your target audience. Feedback helps identify areas of confusion or misinterpretation, allowing for revisions that improve clarity and engagement. Instructional designers often employ iterative processes to refine content and optimize learning outcomes.

Conclusion: Expertise Meets Communication

The perceived value of content lies not only in the knowledge being shared but in how well that knowledge is understood and applied by the audience. SMEs are essential for the creation of complex material, but instructional designers, educators, and communication specialists are equally vital in making that material accessible and valuable to others.

By acknowledging the limitations of expertise when it comes to communication, organizations and individuals can create more impactful content. When SMEs and instructional designers collaborate, they ensure that valuable insights are not only shared but understood, creating a lasting impact on those who engage with the content.

The next time you're tasked with sharing complex information, ask yourself: Am I the best person to deliver this message, or should I collaborate with someone who can help make it clearer?

Real-World Examples: Communicating to a Broader Audience

To further illustrate the importance of bridging the gap between expertise and effective communication, here are some real-world examples that highlight how even the most skilled professionals can struggle when sharing their knowledge.

Example 1: The Niche Podcast

Just yesterday, I worked with a client who raved about a podcast they were listening to. Inspired by the idea, they wanted to produce their own podcast series. As we discussed their vision, they realized the original podcast they admired was so niche and technical that perhaps only 100 people could truly understand and appreciate it. While the content was valuable, its reach was extremely limited. When they expressed a desire to appeal to a broader audience, including the general public, I explained what that shift would mean. It wasn’t just about simplifying the language—it was about adjusting the way information was communicated to make it engaging, relevant, and accessible to a wider demographic.

This is the kind of work instructional designers do: helping experts reframe their content so it can reach and resonate with a broader audience without losing its core value. By identifying the right level of detail and balancing complexity with clarity, content can transcend its niche and have a far greater impact.

Example 2: Sales Training and Turnover

This challenge also frequently appears in sales training. Sales staff positions have some of the highest turnover rates across industries, and one of the main reasons is the lack of adequate support and tools for new hires. One common training practice is to have new salespeople shadow the top producers in the company. The assumption is that by watching the best in action, they will absorb the skills and behaviors needed for success. However, top producers are typically excellent at selling because of their unique talents and intuition, not necessarily because they can teach others how to replicate their success.

This results in a gap between the knowledge transfer and practical understanding. What works intuitively for the top performer might not be easily conveyed to a new hire who lacks the same background or experience. The new hire may feel lost, unsupported, and unprepared, which leads to turnover. A more structured, thoughtfully designed training program created by instructional designers, with clear objectives, scaffolding, and practical tools, can significantly improve onboarding experiences and reduce turnover.

Example 3: The Tap Dance Lesson

One of my earliest lessons in this principle came nearly 20 years ago when I observed one of the most famous and talented tap dancers host a guest class open to anyone. What I witnessed was a master class in expertise, but not in teaching. This brilliant dancer was visibly frustrated as participants struggled to follow along. His demonstrations and explanations made perfect sense to him, but not to his audience. He was communicating at a level appropriate for someone with years of experience, not for a group of mixed-ability learners.

The frustration on both sides was palpable—the participants felt overwhelmed, and the instructor couldn’t understand why they weren’t “getting it.” This experience highlighted the critical importance of adjusting communication to meet the needs of the learners, no matter how talented or passionate the instructor might be.

Share you Thoughts

Have you ever experienced a situation where expert-level knowledge was communicated in a way that made it hard to understand or apply? How do you think that could have been improved for better clarity and engagement?

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