5 key questions to answer in communications:
• How is this relevant to what I do?
• What, specifically, should I do?
• What does success look like? (What does failure look like?) [Better question: how and when will we know if we've succeeded?]
• What tools and support are available?
• WIIFM — What’s in it for me? And for us?
Since 1994, tested with over 300,000 people in 17 countries
Source: Bill Jensen, Conflictmanagment.org
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