Challenge Expectations to Engage Audiences

To effectively capture audience attention, start with unexpected insights while ensuring the information provided is valuable. This strategy generates net new information that can enhance credibility. Strive for depth rather than breadth, as broader topics depend heavily on aspirational outcomes for acceptance as truth. Conversely, deep content establishes expertise but serves a narrower audience. The ideal approach combines both depth and breadth, creating content that caters to both novices and advanced audiences, although this task is more challenging.