Once a fox served a crane soup in a shallow dish. Though it looked delicious, the crane couldn’t drink it because of his long beak. Annoyed, he thought to get back at the fox by inviting him for dinner which he served in a tall jar with a very narrow neck.

HOW it’s served matters.

The content may be good, but totally useless if the audience has a limitation which inhibits them from its uptake.

Serve the crane’s food in a tall jar and the fox’s food in a shallow dish.

Pay attention to their needs. Any worthwhile conversation starts with listening.