"If you knew what I know…"

"you'd see it was obvious."

This is the foundation of the rational pitch, of the fact-based marketing campaign.

Two challenges:

1. Can you teach us what you know?

and

2. Once we know what you know, will we actually think it's obvious, or is this also a matter of belief or worldview?

It's a very different thing to say, "If you believe what I believe, then this path would be obvious..." because getting someone to share your beliefs is far more difficult than getting them to know what you know.

Obvious is a good place to be if you can get there.

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