An explanation is not a description, a set of instructions for use, a bulleted list of features and benefits. An explanation is the packaging of an idea in a form that makes it interesting and immediately understandable.

The first step, in fact, is to ensure that those who read, listen or look, think: “So, this thing interests me”. This certainly does not happen immediately proclaiming that our product or project is generically “innovative”, but bringing the public on a terrain that they already know. It is the agreement that is “you cannot disagree on this, on this we recognize ourselves, all starts from here”. As you go for the buy college essays online you can have the best details here now.

Incipits should never be wasted with self-referential, arrogant or useless premises. Here’s how some Common Craft starts:

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So what are you doing? It is one of the questions we ask most often to friends and family. And we are always interested, even if the answer is “I’m cutting the lawn” or “I’m cooking dinner”. It makes us feel close and part of the lives of others.

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It’s at home that we keep all the things we need from the vacuum cleaner to the coffee maker. It is the same for documents. For years they have lived inside our computers, their home. When we have to share a document, we attach it to the mail message and end up in someone else’s home computer.

Nothing is known about A, everything is known about Z. Before making an explanation, you should decide where to position yourself and then plan accordingly.

Whoever is close to A needs to explain not so much the “how” as the “why”, otherwise we will never engage his attention and we will lose it immediately, perhaps forever. Explaining the “why” means starting from the problem or from the general picture, not from the details, to show the forest and not the individual trees. We must take the risk of sacrificing some details to get curiosity, attention, and understanding. Once obtained, the terrain for details will be ready and fertilized.

For those who already know enough or a lot, however, and already know the forest, we can more safely go to details that is to say towards “how”.

To do this we must learn to break away from what we know and put ourselves in the shoes and the perspective of others. This is so difficult that this incapacity has been effectively defined as “the curse of knowledge”: it is the disadvantage of the expert, of those who know too much, of those who know the individual trees so well that they are unable to see the whole of the forest. And seeing the forest first is exactly what the non-expert needs.

The forest is the context: it provides the basis of the explanation and makes us understand if the new idea, the new product interests us.

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