Speaking concretely is the only way to ensure that our idea means the same thing to everyone in the audience. This is where most of the business communication goes awry. Concrete: We must present our ideas in term of sensory information.Once our attention is grabbed, sticky ideas refuse to let go, holding our interest by creating in us a need to discover the outcome, to see how things work. Unexpected: The best ideas represent a break from the everyday, the ordinary, the status quo.Simple does not have to mean short (but it helps) what is important is that the single most important thing be highlighted.
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