Because CEOs thrive on complexity, they communicate as if they’re teaching an MBA course about the History and Future of Business, not directing the troops to take that hill. Yet, especially in today’s confusing and overloaded business environment, what employees want is for the CEO to tell them the one thing that matters—and for their managers to tell them the one thing they should do to help the company succeed.

Mr. Rawlings understands this. I saw him speak in 2003, shortly after he left Pizza Hut, at a CCM conference (If you don’t know about the Council of Communication Management and the organization’s wonderful programs, I invite you to learn more at http://www.ccmconnection.com and I loved what he said so much that I took extensive notes, which I've kept on file.

In the course of reviewing my files for a book I’m writing on getting people’s attention (scheduled for publication by Adams Media in fall 2006), I came across those notes—and was struck once again by how smart Mr. Rawlings is about the importance of simplicity. Here are just a few excerpts:

• “Why should we simplify? People are busy, and they appreciate the effort you make. By simplifying, you honor those people.”
• “Simplifying takes a tremendous amount of thought. It requires a lot more effort.”
• “Complexity is terrific screen for the false. If you don’t understand, it’s tough to tell what rings true.”

Mr. Rawlings is now a successful venture capitalist in Texas, and I hope in his new role he finds an opportunity to coach leaders on the virtues of simplicity. Perhaps you would find it useful to share his thoughts with the leaders you counsel.