At least since we last talked until one is blue in the face, we know that communication is really difficult. Do you also often get the impression that the other person doesn’t understand what you are saying? Do you also give presentations and notice that the audience does not understand the scope? We just often try to set something up for our counterparts with a sledgehammer but unfortunately provoke resistance. And then experience that people close up and seal themselves off.

Brain-friendly communication takes a different route. Why? Because for our brain it is hard to make sense from facts and numbers. But we can be easily influenced by images and metaphors that create realities in our heads that stimulate us to act. And a lot of that happens unconsciously without us noticing. We willingly include a wide variety of images in our language bringing us to judgments and actions. Clever language comes through the back door. Language has to paint pictures and create sculptures to gently get into our thinking.