THE BALANCING ACT

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Creating the right story – a single cohesive narrative that provides clarity and context around the change to come - is a difficult balancing act.

On the one hand, the audience needs enough context to know what’s going on. On the other, you want the story to be streamlined, simple, and digestible. You need to pare the story down to its core. What you’re going for is what pharmaceutical industry execs call the “minimum effective dose” – enough detail so people “get it” without the confusing, superfluous fluff.  

So how do you decide what to include, and what to leave out?