Easy-to-process things feel truer, safer, and more appealing.
More quotesBeing right is not overrated in surgery, bridge design or the pub quiz final.
Being right and unbearably dull, however, is a poor communications strategy.
Experts hate this distinction because importance feels like it ought to command attention. It does not. A technically perfect conference talk can empty the room without anybody disputing a fact. A useful product release can die inside twelve feature bullets while a rival demonstrates one human consequence. A teacher reaches for the peculiar experiment because the correct definition alone will be dead by lunchtime.
Interest is not permission to lie, shout or release another advert containing a llama for reasons nobody can explain. Fabrication is the laziest form of drama. The better raw material is already inside the truth: a reversal, a person with something at stake, a concrete comparison, an implication polite industry language has been avoiding.
Accuracy sets the fence.
Interest is why anyone walks over to look through it. Before adding proof point number seventeen, I want to know what makes the idea worth repeating to somebody who did not attend the briefing and owes us nothing. “Because it is important” is not an answer. It is the communicator applying for moral exemption from craft.