“The point is, your audience is probably not thinking about you. But to capture attention, you need to think about them. Be the audience. Your audience, whether you’re talking to 100 people at work or 1 person at home, has three questions, always the same. Although these questions seldom get asked directly, they’re the hurdles you have to jump, in sequence, to capture and hold attention: 1.​Why should I listen (or read this)? 2.​What exactly are you saying? 3.​What should I do with this info?”