We tend to know what it is that we want to communicate as an organisation and as part of a sector. We know what we would like them to do. Why don’t people simply get it? Often we have not spent enough time figuring out what it is that they want or desire. What are their pains and how can we alleviate them? As long as we do not understand them, they will never be interested in what it is that we have to say. Why should they?
