The Built Not Born Podcast EP63: Clear Wins: The Psychology of Simplicity w/ Ben Guttmann
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.