Crispness, clarity, cut-through

Andrew Rawnsley recently, on the importance of clarity in political communication:  “Blair was a maestro at distilling his mission into compelling slogans. “Education, education, education” and “tough on crime, tough on the causes of crime” left no one in doubt about what he was about. This is a non-trivial point. If you haven’t got the ideas and you can’t express them with a crispness and clarity that will cut through [italics mine] to voters, then you have no business being in modern politics.”

This is indeed a non-trivial point, and one that all communicators – in or outside politics – would do well to ponder.