Data: Specifics Encourage Engagement

People equate specificity with certainty, so precise evidence is far more powerful than generalities. When evidence is specific, it allows comparison and judgment, engaging others in a mental process rather than treating them as passive receptors.

Al Clausi, president of the Institute of Food Technologists, was an advocate for food research. As such, he had to develop a Guide that would engage his constituents. To support his advocacy, Clausi added a few specific pieces of information:

Food is our nation’s largest manufacturing sector. The annual value of shipments by the nation’s 16,000 food manufacturers approaches $400 billion. Adding value to raw farm commodities, by processing them into foods, employs ...

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