Someone once told me that they had a history teacher who said that there are 3 things we can do when we write about history.

The first is to recall the facts. The second is to outline what these facts mean. These two steps are where most people stop, The theory goes that it is the next step that really makes the difference. The third thing that a writer can do is to explain the significance of this event.

I find that when I am planning just about any communication I get a better result if I ask myself “what is the significance of this thing for this group of people?”

By answering this question I think of the exchange from their perspective. This makes what I say much sharper, more relevant and more likely to inspire action.


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