How to write clearly about complex subjects

I love starting a project not fully understanding the topic. It’s the best kind of challenge.

Complex subject matter is one of the most exciting challenges I face as a writer. But it often scares businesses away from producing content—or worse, leads them to do it badly.

Over the years, I’ve come to specialise in taking topics that are technical, complicated, and seemingly dry, and turning them into something engaging and accessible.

It takes time, patience, persistence, skill, and curiosity. But the one question that always matters is 'so what?'

The temptation is to jump into teaching mode—to try to explain how something works. But let’s be real: most of your audience won't understand it at your level, and more importantly, they might not even want to. A reader who’s not here to learn will tune out fast.

BUT, if you can make them care, you've got them hooked. And that means explaining why it matters.

What's the impact of this work on the world, on communities, on individuals? What would happen without it? Why is it relevant right now? How does it align with topics your readers care about? Who are the people behind it, and what are their stories?

Start with that, and you can weave in the explanation to build a richer picture. But without that context, you're writing a textbook no one asked for.

In the end, it’s all about storytelling. Make them care, and you’ve got them.