How to Make an Argument With an Average Person

I'm thinking about my own content and what I want to produce someone I want to do. Once I've kind of sure that up the business little bit that might be what I might and end up doing. And I think it's really valuable for business owners who are still stuck in even more outdated advice. But how do you. Where is the line between research and too much research? The easy answer to that is, is having an evidence base and argument.