Turn Ideas Into Narratives People Remember

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You have a notebook full of brilliant insights.

Pages of observations.
Valuable patterns you've noticed.
Important connections you've made.

But when someone asks for your take on your area of expertise, you fumble through scattered thoughts.

You jump between points. You give them everything, but they remember nothing.

Sound familiar?

Here's the thing: Having good ideas isn't the same as having ideas people can use.

The experts who build lasting influence don't just collect insights.

They turn scattered knowledge into simple structures that people can remember, repeat, and act on.

Your expertise is only as powerful as your ability to package it.

When This Really Hit Me

Early in my career, I thought depth was everything.

If you asked for my perspective, I gave you everything I knew. It felt thorough. Responsible. Smart.

But here's what actually happened: People would nod politely, then later... they couldn't recall my main point.

Meanwhile, a colleague would share one simple framework and become "the person who nailed it." People quoted her model in meetings for months.

Same expertise. Completely different packaging.

That's when it clicked: Influence doesn't reward the most detail. It rewards the clearest structure.

Your best ideas are like water. Without shape, they seep everywhere and disappear. With shape, they become something people can carry and pass along.

The experts building real influence aren't the ones with the most insights. They're the ones who can turn insights into structures people remember.

So, you know I have a framework for you.

The BUILD Framework: Turn Notes Into Narratives

B - Bury the Unessential Details
U - Unify Around One Core Message
I - Identify a Memorable Container
L - Link Ideas in Logical Sequence
D - Distill Into Repeatable Language

Let’s get it…

B - Bury the Unessential Details

Your notes contain everything you've learned. Your narrative should contain only what people need to remember.

Questions to ask:

• What's the one thing that matters most?

• What can they ignore and still get value?

• What would they need to know to explain this to someone else?

Example: Instead of sharing 12 factors that affect team performance, identify the 3 that matter most and save the rest for follow-up conversations.

People remember frameworks with 3-5 elements. Beyond that, retention drops dramatically.

U - Unify Around One Core Message

The test: Can you complete this sentence? "The main thing people should understand about [your topic] is..."

Unity approaches:

• Problem and solution: "Here's the real issue and how to address it."

• Process: "Here's how to think about this systematically."

• Principle: "Here's the underlying truth that explains everything else."

Example: Instead of "10 insights about customer retention," unify around "Customer retention comes down to three moments that matter - and most companies ignore two of them."

I - Identify a Memorable Container

A container is a simple, memorable way to carry your idea.

Container options:

• Frameworks: "The 4 Pillars of..." or "The 3-Step Process for..."

• Acronyms: Like SMART goals or CLEAR communication

• Metaphors: "Leading change is like..." or "Strategy is..."

• Principles: "The [Number] Rule of..." or "The [Name] Principle"

What makes containers memorable: Numbers (3, 4, 5 work best), alliteration, visual imagery, personal connection.

Example: "The GPS Method for Strategic Planning: Get clear on destination, Plot your route, Stay on course while adapting to conditions."

L - Link Ideas in Logical Sequence

Logical sequences that work:

• Priority: Most important to least important

• Process: Input → Analysis → Output

• Chronological: First this, then that, finally this

• Problem-solving: Diagnose → Design → Implement

Transition language: "First... Second... Finally..." or "Before you can... you need to..." or "Once you have... the next step is..."

Example: Instead of random team leadership tips, sequence them: "Build trust first, then clarity, then accountability - in that order."

D - Distill Into Repeatable Language

Repeatability test: Can someone else explain your framework after hearing it once?

Language that sticks:

• Use simple, everyday words

• Create memorable phrases for each element

• Choose active verbs instead of passive concepts

• Test with people outside your expertise area

Example: Instead of "stakeholder engagement optimization," use "Get the right people involved in the right way at the right time."

POLL

In Case You Missed It!

• Grab your Pocket Guide to Impromptu Conversations
  (Essential questions and cues to connect quickly—without sounding rehearsed)

• Learn the formula for doing deep work in a world of distraction

• Transform small talk into deeper connections with proven conversation strategies

The Bottom Line

Your expertise is only as powerful as your ability to package it.

Random insights don't create influence. Memorable structures do.

The experts building lasting impact aren't necessarily the ones who know the most.

They're the ones who can turn what they know into frameworks people remember, repeat, and act on.

Thanks for reading. Be easy!
Girvin

P.S. What's one area of your expertise that you know is valuable but struggle to explain clearly? Hit reply and let me know.