I happened on a sign outside a small diner: “Coffee: come in and warm up”.
Enticing, right? Except that it’s June, which means we usually hit at least 100 degrees here. Warming up is not high on anybody’s list of desires.
Mastering context is critical when you’re “selling” your point of view.
How does it apply to this exact moment in time? To the future you’re trying to create with and for your audience?
Context is more than just observing what’s happening around us. It’s also channeling some empathy for your audience as you try to imagine exactly what’s going on in their heads—and their world—right now.
We ignore context at our peril…