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Make your point clearly.

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Make your point quicky.

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Make your message memorable.

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Make your message valuable.

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Make your message relevant.

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When there is a lot of complexity around the situation or around the issue. You need to make sure that your message includes plenty of clarity so people understand what this is really about.

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When time is short when it we think attentionspan is short when your audience is going to be very  senior.

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When there is competition, when a decision has to be made and there are other choices that could be made.

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When there is a lot of noise when we really need to work hard to make it memorable.

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When there is unfamiliarity with the topic or maybe when you are communicating with people that have a loton their mind.