The Arouse and Fulfill Couplet

Broad communication, at its core, is as simple as two things. First, you want to arouse the interest of your audience and then fulfil their expectations once you've lit that fire. In the case of academics, they bipass the aroused. They're great with the fulfilment. Hollywood's the opposite. They are so good at the arousal, they just don't know what in the world the fulfilment is about. So you need both things. You need arouse and fulfild. And if you are starting with the problem, you are not setting the stage for creating any sort of arousal. That's why that statement of agreement in the end is so critical to set the ordinary