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The Art of Explanation: Making your Ideas, Products, and Services Easier to Understand Paperback – Illustrated, October 12, 2012

by Lee LeFever (Author)
4.2 out of 5 stars 317 ratings
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Your guide to becoming an explanation specialist.You've done the hard work. Your product or service works beautifully - but something is missing.  People just don't see the big idea - and it's keeping you from being successful. Your idea has an explanation problem.The Art of Explanation is for business people, educators and influencers who want to improve their explanation skills and start solving explanation problems.Author Lee LeFever is the founder of Common Craft, a company known around the world for making complex ideas easy to understand through short animated videos. He is your guide to helping audiences fall in love with your ideas, products or services through better explanations in any medium. You will learn to:
  • Plan: Learn explanation basics, what causes them to fail and how to diagnose explanation problems.
  • Package: Using simple elements, create an explanation strategy that builds confidence and motivates your audience. 
  • Present: Produce remarkable explanations with visuals and media. 
The Art of Explanation is your invitation to become an explanation specialist and see why explanation is now a fundamental skill for professionals. 
Previous slide of product details
  1. Print length
    256 pages
  2. Language
    English
  3. Publisher
    Wiley
  4. Publication date
    October 12, 2012
  5. Dimensions
    7.87 x 0.62 x 7.79 inches
  6. ISBN-10
    1118374584
  7. ISBN-13
    978-1118374580
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Editorial Reviews

From the Inside Flap

Become an explanation specialist

You've done the hard work. Your product or service works beautifully—but something is missing. People just don't see the big idea, and it's keeping you from being successful. Your idea has an explanation problem.

The Art of Explanation is for businesspeople, educators, and influencers who want to improve their explanation skills and start solving explanation problems. These tools, tactics, and techniques will help you consistently inspire audiences to fall in love with your ideas, products, or services through better explanations in any medium. You will learn to:

  • Plan: Learn explanation basics, what causes them to fail, and how to diagnose explanation problems
  • Package: Using simple elements, create an explanation strategy that builds confidence and motivates your audience
  • Present: Produce remarkable explanations with visuals and media

The Art of Explanation is your invitation to become an explanation specialist and see why explanation is now a fundamental skill for professionals.

From the Back Cover

Become an explanation specialist

You've done the hard work. Your product or service works beautifully―but something is missing. People just don't see the big idea, and it's keeping you from being successful. Your idea has an explanation problem.

The Art of Explanation is for businesspeople, educators, and influencers who want to improve their explanation skills and start solving explanation problems. These tools, tactics, and techniques will help you consistently inspire audiences to fall in love with your ideas, products, or services through better explanations in any medium. You will learn to:

  • Plan: Learn explanation basics, what causes them to fail, and how to diagnose explanation problems
  • Package: Using simple elements, create an explanation strategy that builds confidence and motivates your audience
  • Present: Produce remarkable explanations with visuals and media

The Art of Explanation is your invitation to become an explanation specialist and see why explanation is now a fundamental skill for professionals.

Product details

  • Publisher ‏ : ‎ Wiley; 1st edition (October 12, 2012)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 256 pages
  • ISBN-10 ‏ : ‎ 1118374584
  • ISBN-13 ‏ : ‎ 978-1118374580
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 7.87 x 0.62 x 7.79 inches
  • Customer Reviews:
    4.2 out of 5 stars 317 ratings

About the author

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Lee LeFever

Lee LeFever

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Lee LeFever is the co-founder of Common Craft and author of The Art of Explanation. Since 2007, Common Craft has won numerous awards, created explanations for the world’s most respected brands and produced explainer videos that have earned over 50 million online video views.

Today, Common Craft produces educational guides, ready-made videos and visuals that are used by educators in over 50 countries. Lee and his wife, Sachi, are Common Craft’s only employees.

Customer reviews

4.2 out of 5 stars
317 global ratings

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Customers say

Customers appreciate the book's ability to explain complex ideas and find it easy to read, with one noting it serves as a template for structuring explanations in presentations. The book receives positive feedback for its usefulness and practicality, with one customer highlighting its everyday applications. However, several customers find the content quite repetitive.

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79 customers mention "Explanation quality"69 positive10 negative

Customers appreciate the book's ability to explain complex ideas, with one customer noting it provides a template for structuring explanations in presentations.

"...I highly recommend this book to everyone. We can use good explanation that is a core of good communication in every area of our lives." Read more

"...It is an easy-to-follow process for anyone who must present information to others. I enjoyed the examples and the stories demonstrating the process...." Read more

"...that helped to bring back some basics that helped explain problems with complex business proposals and how to work within the constraints but still..." Read more

"...After all, what can i lose right? Good explanations is like "turning on a lightbulb" in your head when its completely overwhelm..." Read more

38 customers mention "Readability"35 positive3 negative

Customers find the book highly readable, describing it as a fantastic and quick read, with one customer noting it's required reading for teachers and speakers.

"This was a really good and quick read that helped to bring back some basics that helped explain problems with complex business proposals and how to..." Read more

"I liked the content. I highlighted a lot of the first 1/3 of the book...." Read more

"...one the best books on explaining and it's well written and fun to get through." Read more

"great book" Read more

31 customers mention "Use"31 positive0 negative

Customers find the book practical and useful, with one mentioning it provides great insight with everyday applications.

"...Here in this book you can find an amazing way how to explain what you do and how things work so everyone will understand...." Read more

"This was a really good and quick read that helped to bring back some basics that helped explain problems with complex business proposals and how to..." Read more

"...I work smarter, make my explanations meaningful and "real"!..." Read more

"...The book has definitely enriched my overall understanding of how to approach different problems in my line of work. Thank you, Lee and Sachi!" Read more

5 customers mention "Repetition"0 positive5 negative

Customers find the book repetitive.

"...Very clear, though a little repetitive, instructions on how to explain anything...." Read more

"...I found the writing style became tiring in a way - repetitive and pulling in two directions...." Read more

"...The only minor drawback I found was that some of the principles were repeated a bit too often - but that is also something you have to do if you..." Read more

"...The book is difficult to skim read for key ideas because of the lengthy stories, and even if I could work out the method my faith in its efficacy..." Read more

Top reviews from the United States

  • Anna H
    5.0 out of 5 stars Absolute must read!
    Reviewed in the United States on February 3, 2019
    Verified Purchase
    In the busy world of social media, we lost good way of explaining what we do and communicating freely. Understanding of ideas and problems is lost. Here in this book you can find an amazing way how to explain what you do and how things work so everyone will understand.
    I work as a mind coach and over last two years I hire marketing and business coaches to help me market what I do. It was waist of money and time. I developed my own "elevator pitch" that works for me. Now after learning all the points about explanation I will make it my goal to do it better.
    I highly recommend this book to everyone. We can use good explanation that is a core of good communication in every area of our lives.
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  • GAGIRL
    4.0 out of 5 stars Direct and Well Explained
    Reviewed in the United States on July 30, 2013
    Verified Purchase
    Of course you would think someone whose business was explaining would do a good job of explaining their process - and I wasn't disappointed. Very clear, though a little repetitive, instructions on how to explain anything. It is an easy-to-follow process for anyone who must present information to others. I enjoyed the examples and the stories demonstrating the process. Even though I do not plan to make short videos, the explanation process is easily translated to information that I will be explaining.
    One person found this helpful
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  • Vincent
    5.0 out of 5 stars Business Development and Proposal Team Out of Ideas?
    Reviewed in the United States on December 16, 2017
    Verified Purchase
    This was a really good and quick read that helped to bring back some basics that helped explain problems with complex business proposals and how to work within the constraints but still get your story across. The approach presents a good process for thinking through how to assemble the explanation without forgetting the whys to ensure comprehension by a wide audience. Good reminder not to assume what are basic tenets of your idea or project that everyone understands, and that sometimes you may need to break them down and have two short presentations to get stakeholder buy-in.
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  • Henry
    5.0 out of 5 stars Can't Get Any Better
    Reviewed in the United States on March 3, 2013
    Verified Purchase
    When i first got this book, i was skeptical. Seriously a book on explanation?

    But something urge me to go ahead and give it a read. After all, what can i lose right?

    Good explanations is like "turning on a lightbulb" in your head when its completely overwhelm and confused. It makes you shout "WOW" silently in your head.

    I think the author did a heck of a job in terms of writing a book about explaining. It requires him to "explain" what is explanation. That is a hell of a job.

    KUDOS to the author. He nailed it.

    At the end of the book, i was completely blown away. I came away knowing a lot hell more about the importance of good explanations.

    Get this book if you are an Educator or Coach. Heck, It would apply regardless of any field you are in.

    Get this book, if you want to know how to get across to your target audience.

    Get this book if you want to know about making things easier to understand.

    Or simply get this book if you want to see how you yourself gets blown away by how the author "explains" the art of explanation.
    5 people found this helpful
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  • Chris
    3.0 out of 5 stars It has great content
    Reviewed in the United States on January 25, 2019
    Verified Purchase
    I liked the content. I highlighted a lot of the first 1/3 of the book. I found the writing style became tiring in a way - repetitive and pulling in two directions.
    If you are hoping to learn about the craft of explaining I’d say the book gives you the highlights but it lacks the kind of specifics that would help practitioners deliver great explanation. You can use the system he developed but coming up with clever copy and outstanding visuals will be up to you to figure out.
    I would recommend reading this book just to learn his philosophy.
    4 people found this helpful
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  • Teri Barber
    5.0 out of 5 stars The Art of Explanation: Making your Ideas, Products, and Services Easier to Understand
    Reviewed in the United States on August 13, 2014
    Verified Purchase
    Before this book, taming my enthusiasm to share every detail of a new idea was as simple as teaching a dog not to wag its tail at the sight of its owner arriving home from work. The only difference - the dog's explanation is embraced and rewarded with love and affection. In 4 days this book transformed how I approach crafting an explanation - I moved 5 major projects forward that had been stalled because I was overwhelmed trying to find the right format to share all my data and findings. Beginning with context (the forest) quickly realigned my way of thinking. I work smarter, make my explanations meaningful and "real"! I review sections of this book daily and will until the core is tattooed on my soul. I am reenergized and having fun - thank you!
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  • Edward Springer
    4.0 out of 5 stars Awesome and Unique
    Reviewed in the United States on April 8, 2013
    Verified Purchase
    While I have always understood how important a clear and concise explanation is, I have never considered it an art that could be developed I always thought that either you could or could not explain things well. Also, that some things were beyond simple explanations. This book took me to a place where explanations could be developed for anything and for anyone. Can't wait to try it out!
    2 people found this helpful
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  • Burnt Out
    5.0 out of 5 stars Good examples and style
    Reviewed in the United States on May 15, 2016
    Verified Purchase
    I was worried when I started reading this book that it would focus too much on relaying ideas for video and not crossover into other media like writing and speaking but I was wrong. This book really helped me explain things better and gives very clear instructions and examples.
    They also approach it by using really simple tools and technology. You can make a video with iMovie and pieces of paper, which they have done extremely well. The examples although sometimes corny got the point across.
    My one issue is that I felt they were stretching the material, especially near the end of the book. It could of been a little shorter and tighter.
    I'd get this book again though, it's easily one the best books on explaining and it's well written and fun to get through.
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Top reviews from other countries

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  • Manuccio
    5.0 out of 5 stars Come spiegare cose difficili e non (in riunione, nelle mail e dovunque)
    Reviewed in Italy on October 27, 2019
    Verified Purchase
    Capita spesso di avere la sensazione di non riuscire a spiegarsi al meglio. Lo intuisci dalle facce perplesse dei tuoi interlocutori, oppure mentre spieghi, ti prende quella sensazione di sconforto e ti dici: "non mi sto spiegando bene."

    Capita anche quando devi spiegare un nuovo progetto o un tuo prodotto. Ed è qui che questo libro entra in gioco. Fornisce un modello utile e semplice da utilizzare quando devi spiegare qualsiasi cosa, dalla più semplice alla più complessa.

    Lavorando con le presentazioni e i public speaking l'ho trovato utilissimo, ma da tenere presente anche nelle riunioni a lavoro o nella scrittura di una mail o di un documento.. Non si può mai essere sicuri di essersi spiegati bene, questo libro ti togli alcuni dubbi a riguardo e ti fa essere un comunicatore migliore.
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  • Sreramkumar
    5.0 out of 5 stars Five Stars
    Reviewed in India on November 30, 2015
    Verified Purchase
    Excellent book. A must for all
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  • Arantxa Sarrá
    5.0 out of 5 stars Buena compra
    Reviewed in Spain on May 12, 2013
    Verified Purchase
    Es un buen libro para ayudar a fundar bien las ideas y saber cómo explicarlas de la forma más sencilla. Todo lo dice el título, todavía no lo he terminado de leer.
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  • Urs Frei
    5.0 out of 5 stars Klipp und Klar: Komplexes einfach erklären
    Reviewed in Germany on December 27, 2012
    Verified Purchase
    Seit Jahren bewundere ich die kurzen Video-Erklärungen von Lee LeFever bei CommonCraft. Und nun stellt er seinen ganzen Erfahrungs-Schatz im Buch zur Verfügung. Natürlich gut erklärt!
    Nach Lee LeFever sind Erklärungen eine ganz bestimmte, starke Kommunikationsform, die sich von anderen Formen (wie z.B. Anleitungen, Erläuterungen oder Definitionen) unterscheidet: Neben der so transportierten Information zu einem Thema gilt es dabei auch, Interesse zu wecken, indem das 'Weshalb ist das für mich wichtig?' aufgezeigt wird und dann eine Handlungs-Aufforderung (Call to Action) folgt.
    Das Werk ist meiner Meinung nach für Lehrpersonen oder Trainer ein MUSS. Es ist aber ebenso wertvoll für Personen im Produkt Management, im Verkauf, in der Unternehmens-Kommunikation, im Personalwesen oder halt überall, wo mit einer guten Erklärung (und Kommunikation) mehr erreicht werden kann.
    In seiner Abhandlung bezieht sich Lee auf zwei Werke, die ich beide auch als sehr wertvoll erachte: Das Konzept über den 'Fluch des Wissens' aus (MADE TO STICK: WHY SOME IDEAS TAKE HOLD AND OTHERS COME UNSTUCK. CHIP HEATH & DAN HEATH) BY Heath, Chip(Author)Paperback on (02 , 2008) und das Konzept des 'Visuellen Denkens' aus Auf der Serviette erklärt: Mit ein paar Strichen schnell überzeugen statt lange präsentieren.
    Die beiden Abschnitte über die verschiedenen Medien (Darstellungs-Form) und deren Präsentation (wie werden die Erklärungen überbracht) sind meiner Meinung zwar komplett in Bezug auf die darin aufgeführten Medien und Präsentations-Formen, die 'Für und Wider' Argumente sind aber etwas oberflächlich geraten. So fehlen z.B. bei Audio und Video die ganzen Überlegungen zu den Konsequenzen solch sequenzieller Medien.
    Ich gebe dennoch 5 Sterne, weil Lee das Kernthema so konsequent und leicht verständlich aufbereitet und mit Erfahrungen aus seiner langjährigen Praxis anreichert.
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  • jumani
    5.0 out of 5 stars simple, elegant and brilliant!
    Reviewed in France on December 9, 2014
    Verified Purchase
    This book is easy to read and provides excellent tools and techniques to think differently about how to explain various subjects. Whether you apply these techniques with your kids, your friends or in your professional life, The impact will be instantaneous.
    Some examples might seem a repeat of the overall explanation, and could have been shortened. But they nonetheless illustrate the points made by the author, and help clarifying the whole "art of explanation".
    Report