Supercommunicator Basic Guidelines
LEAD WITH THE CONCLUSION
Think about the president of the United States reading through his early morning reports. His daily briefer from the CIA arrives and hands him a stack of reports intended to update him on political upheavals and other issues going on around the world. It would take him hours to read everything that's put before him from start to finish. He's likely to read the summary up front of one document, then continue onto the next. If he engages in an issue of particular importance in one document, he might decide to delve further. The president is getting the most essential information he needs, ...
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