Ran: How do we take this research and maybe apply it to make our communication more likely to succeed? I think the first step is a realization. Information is cumulative, and so that accumulation can change how we approach the information. And similarly with decisions, when you're in a situation when you're planning multiple decisions, it's actually a process that you have to plan out. So ia, so many things take away from what you just saidwe've talked often here about knowing your audience and really trying to understand what they need to hear from you. But you also have to think about just the psychological burden that is on your audience and address that. Ye. It's not just

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