Remember that you [[Communicate to establish trust]] and confidence. 1. [Figure out what impact the message should have](Figure%20out%20your%20"Why?"%20first.md) (goal) 2. [Always lead your message with the "Why?"](Always%20lead%20with%20the%20"Why?".md) 3. [[Have a clear, single message]] free from _unchecked_ assumptions or irrelevant parts to achieve the goal 4. [Make your message emotional, interesting and memorable](Make%20your%20message%20emotional,%20interesting%20and%20memorable.md) 5. [Be prepared for different outcomes](Be%20prepared%20for%20different%20outcomes.md) The most salient summary of a document is a list of needs. The same way how you would start explaining a new topic to someone in a pub. Start with the Why.