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Hello friends,

Before diving into the details, a quick reminder: After years of focus on our video library, I've now cleared part of my schedule for consulting services. If you need help pitching a new product, explaining a complicated idea, or developing a clear presentation, let's talk.

Using the Tricolon to Make Ideas Memorable

As a daily user of NYT Puzzles, I signed up for the Gameplay newsletter which provides tips, behind-the-scenes looks at how the puzzles are made, and more. This week's newsletter introduced me to a new term: Tricolon.

From the newsletter:

​A tricolon is usually a series of three phrases, words, or sentences that create meaning or emphasis when combined. A classic tricolon is "Live Laugh Love". The words, when read together, say more than the words alone.

Usually, the third and final part of the tricolon carries more weight, emphasis, or surprise. FDR's famous quip is an example: "Be sincere, be brief, be seated." Used effectively, it can help the audience remember an idea, situation, or feeling.

Ben Franklin once said: "Tell me and I forget. Teach me and I remember. Involve me and I learn."

Julius Caesar is credited with saying "Veni, vidi, vici", which is Latin for "I came, I saw, I conquered"

I like this version from Quinten Crisp: "If you describe things as better than they are, you are considered to be a romantic; if you describe things as worse than they are, you will be called a realist; and if you describe things exactly as they are, you will be thought of as a satirist."

Tricolons in Explanations

When writing a script or working through a longer explanation, I consider the three big ideas that every viewer needs to remember. While the explanation may have analogies, stories, and examples, the summary is what often brings the idea home. Here, a tricolon can serve as a reminder of the big points to remember.

Imagine pitching a new product or idea to a group of investors. Over thirty minutes you provide details and walk-throughs. You show features and discuss strategies. It's a lot to remember. In the end, you bring it all together with a tricolon that's engaging and memorable. Examples could include:

• All you have to do is select, summarize, and send.
• The pain will be gone, the solution will be cheap, the joy will be lasting.
• When we're done, customers will see that we support them with integrity, treat them with respect, and serve them with a smile.

The next time you're introducing an idea, consider how a tricolon can help you package the big ideas into a memorable sentence that makes an impression:

Engage, Empathise, Explain

That's what I have for now. Cheers!

Lee LeFever, Common Craft and Explainer Academy​