This was the dilemma facing Andy Bounds as he grew up. He recalls how as a child, he sat on his mother’s knee and asked “What’s the best way to describe this room to you, Mum? How can I explain it so you understand it instantly?” This experience allowed Bounds to realise a critical fact about human communication: the natural way you speak is not the natural way for somebody else to understand.

In ‘The Jelly Effect – How to make your communication stick’, Bounds applies to the world of business the insights in communication that his unusual circumstances have given him. In particular, he examines the art of making presentations, how to sell effectively, how to network and build new business relationships and consequently, generate more referrals for your business.

As he describes it, the secret ingredient to magic communication is his AFTERs model; audiences don’t care what you say, they only care what they are left with AFTER you’ve said it. And therein lies the real value of this book. Bounds very skillfully examines the implications of the AFTERs model for communicating, for networking and for selling.

This book is easy to read, and the key points are very clearly explained. Anyone who has recently experienced frustration with apparently ineffective communication, networking that has not created any real connections or would like more business referrals (and let’s face it, that’s pretty much everyone in this economy) would stand to benefit from reading this book and applying its smart advice.

Oh yes, why the ‘jelly’ effect? Bounds suggests that ineffective communication is akin to throwing large amounts of jelly at the intended target. Unfortunately, very little of the jelly will stick. So, next time you find yourself communicating to an audience, go easy on the jelly!

This review originally appeared in the Goodbiz.ie newsletter.