Context and Facts

The facts don't always speak for themselves. We also need to provide context.

If that sounds obvious, consider how often you may have made a proposal or presentation which eloquently set forth the facts but neglected to give the context.

We may believe the context is so clear it doesn't need to be mentioned. We may be wary of taking too much time. We may worry about insulting the intelligence of our audience.

And yet providing the context need not be lengthy or condescending and failing to provide it may be lethal.

Audiences are said to wonder, "What's in it for me?" That's fine. 

You don't want them to be silently asking, "Why is this important?"