Welcome to this latest UK Changing Europe Unlocked.

Our guest tonight is Ros Atkins, who will be familiar to all of you from the BBC,

partly through open source, partly, I think mainly nowadays, through his wonderful explainer videos that go viral

every time he does one on social media.

Ross is a founder of a 50-50 project which aims to increase the representation of women

in media content, and he has, as you will notice in that corner there, recently written a interesting, very

interesting book called The Art of Explanation, which is going to spend a bit of time talking

about and you can buy a copy of it afterwards.

You might even sign it, might you?

I'd be delighted to too.

Excellent.

I mean, I must admit, I read the book, and part of me was thinking,

bloody hell no one is that organized, because, you know, you must admit, I read the book, and part of me was thinking, bloody hell no one is that organized.

Because, you know, you have this seven-step process.

Yeah.

And, I mean, I wish I used the seven-step process.

I mean, do you routine?

Well, firstly, talk us through what the seven-step process is,

and then we can talk about what.

So essentially, my calculation around communication is that almost always communicating really effectively and with impact and with clarity and calculating what you're saying to match the people you're trying to reach and the circumstances in which they're consuming is really hard, especially on complicated subjects.

And to reiterate the point I was making before,

it's a good thing to just acknowledge that it could be quite hard and that you're probably

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