Issue #1: Vulnerability, Choice Overload & Chunky Stories - 3 Behavioural Hacks for Better Comms
Smart comms. No bullsh*t. Behavioural science for internal comms.
Hello hello, and welcome to the first ‘proper’ issue of “Why Didn’t I Think Of That?”.
As promised in my welcome message, this newsletter’s full of real comms examples + the psychology behind why they work. Built for internal comms pros on a budget.
So, let’s get started.
#1 - Vulnerability = Credibility
The Liking Principle in action
Nick Cave’s ‘The Red Hand Files’ newsletter is the perfect antidote for the dry, generic leader Q&A format we so often see. Yes, THIS Nick Cave.
Every week, Cave personally replies to a fan’s question, before sharing it as a public newsletter. The questions span everything from his creative process to his personal struggles. His responses are brutally vulnerable, deeply intimate, and full of reflection. Like a modern confessional.
What could you steal from this?
Definitely the vulnerability and simplicity. I’d love to see leaders - especially in big corporates - doing more of this. Not the typical “how’s the business doing” questions, but stuff that helps people see who they are, what they stand for, and why you should continue to work for them.
This kind of honesty taps into Cialdini’s ‘Liking Principle’ - where we’re more likely to listen to and trust people we actually like, and we usually like people who feel real. Vulnerability makes people relatable. It also builds credibility and trust.
Here’s a great example from Cave. Just look at that opening line. Stunning.
So - is it time for leaders to finally let their guard down?
#2 - When more = Less
The Paradox of Choice and Comms clarity
Having options is great… until it’s not. Psychologist Barry Schwartz coined the term Paradox of Choice to describe how too many options can overwhelm people - which can lead to procrastination, decision fatigue, regret, or even choosing the safest option (and being dissatisfied with it).
I get this a lot - whether it’s choosing what to watch, eat, or even wear. And guess what? Your audience feels it too. Especially when they’re drowning in internal comms, emails, Teams chats, and more.
What could you steal from this?
Make choices easier. When you’re stuck, narrow it down. Give your audience only two options: a must-know message, and a nice-to-know. This helps them make a fast (and easy) decision and reduces cognitive load. Our brains are wired to prefer clarity over complexity - so the easier the choice, the more likely they are to take action.
And if you’re planning well, you can rotate your must-know messages every few days, knowing regular readers are still seeing it. Simple.
#3 - Slide like a Beastie Boy
Storytelling and Engagement
The Beastie Boys Story on Apple TV+ absolutely nails the art of storytelling. Visuals, pacing, a clear narrative - it really captures the band's journey perfectly.
But what really got me was the chapter-style slides that guide you through the show:
My favourites included:
What We're Gonna Do Here Is Go Back. Way Back. Back Into Time
All We Do Is Listen To Rap
Earlier We Had Mentioned A Song We Thought Had Changed Everything. And It Had, In A Way. But This Is Actually The Song That Changed Everything
What could you steal from this?
If you’re building a deck, think like a storyteller. Create chapters, use memorable slide titles, add music, go big on visuals. Do it all. These are all valid engagement tools that are often overlooked in ‘formal’ presentations.
In behavioural terms, chunking (breaking off into digestible pieces) and using a narrative with a good story behind it is always more persuasive for the audience.
Remember: A presentation can be more than slides and graphs. It can be a journey. One with a bloody good soundtrack, too.
Key takeaways this week:
Vulnerability builds trust and increases influence
Fewer options = more action
Stories and structure are more persuasive
Interesting things
READ: What can marketers learn from Nigel Farage? (MadFest)
READ: WeTransfer says it won’t use your files to train AI (Mashable)
Who am I?
I’m Rory - a writer, problem-solver, and all-round creative who spent 18 years in internal comms for the likes of EE, BT Group & Tesco. I’m now freelancing and writing a workshop for internal comms teams called “How to Boost Engagement on a Budget” - supported by behavioural science methods.
Want to work together? Message me. I promise fair rates for flair work.
Thanks for reading. More coming soon.
Rory