Cut Through the Noise: Why Simply Put Should Be Your Next Read
Ben Guttmann’s Simply Put: Why Clear Messages Win and How to Design Them is a masterclass in cutting through today’s information overload. Drawing from his decade-long experience running a marketing agency and teaching at Baruch College, Guttmann argues that simplicity isn’t just a buzzword—it’s the only way to make your message stick. The book blends science, storytelling, and actionable strategies to show why cluttered ideas fail and how to craft messages that resonate.
Who Is Ben Guttmann?
A marketing entrepreneur turned educator, Guttmann built an award-winning agency working with giants like the NFL and Comcast before pivoting to teaching and writing. His TEDx talk on simplicity has amassed millions of views, and his no-nonsense approach—honed through real-world campaigns like NYC’s “Making New York Happen”—makes him a trusted voice in communication.
Why This Book Matters
In a world drowning in jargon and complexity, Simply Put offers a lifeline. Guttmann’s five design principles—beneficial, focused, salient, empathetic, minimal—are tools, not theories. For example, he dissects why slogans like “Just Do It” work (they’re focused and salient) and how overloading messages with “and” weakens impact. The book isn’t just for marketers; it’s for anyone who needs to persuade, whether you’re pitching a project, writing an email, or leading a team.
Personal take? After reading this, I caught myself editing rambling paragraphs into punchy sentences—proof that Guttmann’s advice sticks. His mix of humor (see: chapter titles like “Our Stupid Brains in a Busy World”) and hard data makes complex concepts digestible.
Questions to Spark Conversation:
1. Which of the five principles do you struggle with most—and what’s one step to improve?
2. Can AI tools like ChatGPT truly simplify messages, or do they risk homogenizing creativity?
3. How might Guttmann’s “interrogate your and” rule reshape your next presentation?
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