The success of the ideas and messages are shared when people are able to relate to it on their own terms, within their current world. The data are kept cold and impersonal inert unless it is framed in a concrete way that is relevant to the experiences of the beneficiaries. You do not want that data cold. You want high-impact information that leaves a strong impression on the public, so you’ll have to move on to other people in your network, you will have to do the same.

One way is to create a message using references that are not only readily understandable, but inextricably rooted in the everyday experience of most people. A strong message with strong references lightens the load of information consumption.

The use of specific references contextualizes a message immediately: This is what happened, here is what is happening. And the public will soon complete the next step for you wondering what happens next and what they can do. They are going to seek more information because they want to adapt to the new perspective you’ve gained.

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