The key to creating great messages is to structure them so that they dance across the full spectrum of left brain logic through to right brain creativity, and then from concrete specific examples up to high order contextual ideas.
In the spectrum model above, you can see that every idea exists at various levels of abstraction (the vertical axis). At one end of the scale, you have very concrete expressions. Tracking ideas across their compass points (speaking metaphorically) is an important part of motivational leadership.
Ideas also exist at various levels of logic and creativity (the horizontal axis). Just as we need both hemispheres of the brain, we need to mix logic and emotion.
When you try to connect with someone, the attempt can be seen as a battle between putting in too much information (south point in the model), resulting in the essence of the idea being lost, or making the message so simple (north point in the model) that is not seen as practical or relevant by those listening to it.
A snapshot of the five components of an idea is outlined below, and the full pink sheet process is taught as part of the MDE Program.
Make sure your ideas are full spectrum so that you can create great messages.