The Built Not Born Podcast

EP63: Clear Wins: The Psychology of Simplicity w/ Ben Guttmann

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In this episode, David sits down with marketing expert and author Ben Guttmann to unpack the real reason most communication fails: complexity. Ben shares his 5 principles of message simplicity, the science behind fluency, and tactical tips leaders can use to clarify their message—whether they’re on a stage, writing emails, or building a brand. If you’ve ever wondered why your message isn’t landing, this episode is your wake-up call.

Topics Covered:

  • The fluency model of communication
  • Why most leaders overcomplicate their message
  • The 5 principles of simple messaging
  • How to write like a human (and not a press release)
  • Storytelling, branding, and the shift from “authenticity” to “vibes”
  • Why personal brands outperform mid-tier legacy brands
  • Practical branding advice for young professionals

    • Timestamps:

    • 2:15 – Why clarity beats complexity
    • 10:30 – The fluency gap: sender vs. receiver
    • 18:45 – The 5 principles of simple messaging
    • 30:50 – Taylor Swift and the audience-of-one strategy
    • 38:10 – How to write emails that get opened
    • 46:20 – Brand-building in the attention economy
    • 55:45 – Kitch and Ben on storytelling frameworks

      • Guest Bio:

      Ben Guttmann is a marketing and communication expert and the author of Simply Put: Why Clear Messages Win and How to Design Them. He’s the former managing partner of Digital Natives Group and currently teaches digital marketing at Baruch College. His mission: help brands and leaders simplify their message to cut through the noise and connect more effectively.

      📍 benguttmann.com

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      The Built Not Born PodcastBy David Kitchen
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