The most basic way to get someone's attention is this: Break a pattern.

What questions do I want my audience to ask?

There's no such thing as a passive audience.

Create a need for closure.

This is the biggest problem in analytics today.

Change is hard because people wear themselves out. And that’s the second surprise about change: What looks like laziness is often exhaustion.

Many armies fail because they put all their emphasis into creating a plan that becomes useless ten minutes into the battle