Relevance

Relevance.

• It's what the audience is interested in. Not us.
• It's what the audience is thinking about right now. Not us.
• It's what they will be talking about today. Not what we want to talk about.
• It's the information they want right now. Not the information that's convenient for us to deliver.

Relevance trumps almost everything. It cuts clutter. It jumps out. It makes people notice you.