Figure out the the **cause**, **purpose** and **meaning** of your message. 1. Don't bury the lead: Identify the point that matters to *you* and share knowledge/benefits ("how to divide by zero"), not features ("new API that accepts near-zero divisors") 2. That Why? must be authentic and something you believe in *yourself* (Never try to second-guess or aim at your audience's Why?). Your most engaged audience will be those people that share your world view. 3. It is OK if that message only resonates with a tiny fraction of the audience, because that fraction will go out and amplify your message.