ONCE THE OBJECTIVE is clear, the Big Idea comes easily. What’s hard for most clients is not giving in to the impulse to simply spoon-feed their audience. The more effective approach is to engage your reader, or viewer, as if you were speaking to them one-on-one. Then each recipient becomes a willing partner in the transaction. This engagement might take the guise of a story, a puzzle, or a joke, but it’s for sure more like a conversation than a telegram. (Example: Of the concepts below, which are stories, which are puzzles, and which are jokes?)

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