What is their expertise in this topic?

We all have limited time and attention and nothing can cause our attention to drift much more than someone telling us something we already know. Capture and maximize attention by being hyper-aware of what knowledge people already have and customize your story to that. If you can cut down on the information we already know — what we call “throat clearing language” at the Center — and get quickly to the new, novel or information needed to drive the change right away we have a greater likelihood of engagement.

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