Example #2 “We were working on the system enhancements the sales team asked for last month. We released a patch last night to test the new database connections, but something didn’t work. Now the sales team can’t use the system. It might be a problem because we think it will take some time to fix, maybe a week.” In this example, the key message is the loss of the sales system for a week. Everything else is background detail about the how and the why of the situation. The audience may ask questions about how this happened, but first, they need to know the “So what?” Key message = The sales
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