Reinforce your Big Thought at the end by saying: “Remember, if there is one thing you take away . . ” And say thank you. Always end everything on a gracious, grateful note. It makes people want to cheer for you.

Good hierarchy often goes unnoticed. Poor hierarchy draws unwanted attention.

5. Follow with your verbal “Why it matters”— short context for your Big Thought.

If you see everything, you remember nothing.

Pastor Glade nailed the single most important lesson of modern communications—short, smart, simple and direct can break through and persist.

➋ Whittle down your list of important points to one or two, if possible.

People bore easily. They want an authentic story to explain why they work so hard and bother reading your words. • We give new employees a copy of the previous few months of 5 Big Things so they can hit the ground running.

“I highlight in yellow. When someone asks me questions, I paste their questions and respond in dark purple or bold.”

All they usually want to know is what’s new and “Why it matters.” Give them that.