There are two parts to effective communication. Both can be described by the word 'get'.

First, your audience has to get your message—as in, 'receive it'.

They also need to get it— as in, 'understand it'.

If one of these 'gets' is missing, there's absolutely no chance of your audience acting on your message.

Or to put it another way, there is no guarantee that if your audience gets your message they will actually get it. What is certain, though, is that if your audience doesn't get your message they will never get it either.

As long as we all get that.


Both 'gets' present communicators with challenges.

How, for instance, do you convince your audience to receive your message when they feel they already know what the message is or have heard it many times before? A preflight safety demonstration, for example. Who pays any heed to those?

One solution is to pour the information into an original format—one that is enticing enough to make even frequent flyers whose air miles tallies are measured in lightyears take notice. 

It's what VistaJet did, with the help of Van Neistat and Tom Sachs.