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Ever notice how some people can explain complex ideas so simply that you just get it immediately? Meanwhile, others use big fancy words that leave you more confused than before?

The difference isn't intelligence. It's structure.

In ​The Impromptu Speakers Academy​, we teach a powerful framework that can transform how you communicate any idea, no matter how complex. I call it PCSB, and it stands for Problem, Cause, Solution, Benefit.

Your Biggest Communication Challenge

The biggest mistake most of us make is using jargon – words that make sense to us but are meaningless to our audience.

Let me show you the difference this makes with a real example from one of our students:

Before PCSB: "I can compute the similarity between drug names, and predict the probability that one name will be confused with another. And using similarity and frequency and severity of harm, I can predict the probability that a patient will be harmed by a particular drug."

Confused? So was I!

After PCSB: "People sometimes get the wrong drug. The reason this happens is because drugs often look and sound alike, and pharmacists and doctors confuse them. I do work that helps prevent that from happening."

Much better, right?

The PCSB Framework Explained

Here's how to use this framework to make any explanation crystal clear:

Problem: Start by identifying a relatable problem. What challenge does your audience face?

Cause: Explain why this problem matters. What makes it significant?

Solution: Present your approach to solving the problem.

Benefit: Highlight the value of your solution. Why should they care?

The beauty of this framework is its simplicity. You don't need fancy words or complex sentences. By focusing on these four elements, you naturally speak in terms that resonate with your audience.

Real-World Application

During a recent coaching session, I worked with an ​ISA​ student who was preparing a presentation on a tequila brand's performance. In that session, we applied the PCSB framework to shape the message effectively:

Problem: "One challenge our tequila brand faces is standing out in a crowded market."

Cause: "This matters because when products don’t stand out from competitors, they risk losing market share and becoming irrelevant to consumers."

Solution: "Our robust social media strategy has created significant word-of-mouth awareness."

Benefit: "This has increased brand sentiment by over 20 points and is driving sustainable growth."

Notice how this approach doesn't just state facts – it tells a story that connects with business objectives.

Why This Works

The PCSB framework works because it:

1. Speaks relatable problems, not abstract features
2. Creates a clear logic flow that anyone can follow
3. Answers the critical question: "Why should I care?"

Your Turn to Practice

This week, try applying the PCSB framework to something you need to explain:

1. Write down the problem you're addressing
2. Clarify why this problem matters
3. Outline your solution briefly
4. Highlight the key benefit

Then, practice delivering your explanation in simple, clear language. Focus on short sentences and avoid jargon.

Remember, you don't have to be perfect. Just focus on following the framework, and your clarity will improve dramatically.

Want to master this and other powerful communication frameworks? In ​The Impromptu Speakers Academy​, you'll learn many more frameworks to speak clearly under pressure and advance your career, without relying on scripts. 

 

Until next week,

Preston

 

Preston Chin

Find me on ​Instagram​, ​TikTok​, ​YouTube​, or ​Book a 1:1 Call