Socrates boiled it down to Know Thyself.
Sigmund Freud told messes to dig under the surface.
And Peter Thiel frames business in terms of values, e.g. ethics and Uber's are challenged.
Those aspiring to have their ideas become sticky have to invest the energy into simplification. From the get-go, the white paper should communicate the essence of the 23 pages in one sentence. That could be, "Teen engagement has a short shelf life and these 4 strategies extend it in your marketing." Do that and you probably can cut 23 pages to 6.
In high-stakes Hollywood, they call this approach "high concept." To pitch, you need to frame the story, its mechanics, differentiation, and market segments in 1 or 2 sentences. In executive coaching they hammer it as identifyng and promoting your "edge."
How to simplify? This is capitalism, so, first of all, focus on the marketplace value of your concept. "The Good Wife" has lasted six seasons because it provides a peek into the relationships of wounded professionals. Therefore, everything supports that. When it veers away from that simple value proposition, it loses the audience.
Secondly, love small. Small can exist as one piece. Think of a Hershey kiss. Instant satisfaction. Complex requires many moving parts. Ebola public policy, federal and state, confuses.
Third, restrict yourself to 25 words to describe the whatever. For every 1 more than that you have to donate a million dollars to a good cause.
Takeaway: Alan Greenspan had a ball with complexity. Enough said.