I was speaking with some people yesterday and talked through an idea I first surfaced about 8 years ago. It’s a simple frame to think about how to apply resources and why transactional activity doesn’t solve strategic problems.

To me it’s simple. I can describe it fully, with depth and confidence. To the people I was with it was new, exciting, and transformational.

We often forget the impact of the things which we are familiar with are groundbreaking for someone else. Knowing how to make people aware of these ideas is more than just repeating them; that’s noise. Being able to frame them in the context of the people who need them is the signal.