The most important thing you can do to communicate your idea effectively is to keep it simple.

Simple in this case doesn’t mean dumbing it down or speaking to the lowest common denominator. It means finding the essence. The core. 

It’s tempting to pack a lot information into a presentation or a written message. After all, it’s all important! And providing lots of detail shows you're an expert!

But the reality is that your audience won’t remember most of it. In fact, the more information it contains, the less likely they are to remember anything at all.

So you need to prioritise. This is difficult because it means editing out things that are important in order to home in on the one thing that is most important. 

Once you’ve identified this core idea, use it to guide everything else you say. It will make it easy for your audience to remember, and much more likely that your idea will stick.