Tamsen Webster explains how to turn a concept into a clear, actionable claim and build an intuitively logical case for it so audiences understand why it works without needing extensive data.
If you want them to act on it, that concept needs to turn into a claim. If you want this, then use this concept. And that claim has got to be supported by intuitively logical case to support it. Something that they understand why it would work. And without your convincing them, telling them, or giving them a ton of data or answers.
