“Why it matters” is the most common and effective Axiom. People are busy, their minds cloudy. They yearn for context even if they don’t know it or express it. Bold the words “Why it matters.” ➋ After “Why it matters,” explain in one sentence—or at most two—why the information in your first sentence is important. • What will it change? A policy, a business line, a strategy, an approach? • What does it signal? A shift in thinking, a trend? • What’s the larger context? Is this an anomaly, intriguing, eventful? Relevant to something you previously discussed?”