7

Layer and Column Architectures

The Layer Architecture

Layer architectures are great for educating an audience that’s unfamiliar with your subject. They’re also effective for persuading an audience that will be resistant to your idea. A layer architecture works in these situations because you’re meeting the audience where they are and guiding them to where you want them to be. That destination is your core idea. For an audience that’s not grounded in your subject matter, the “Background” layer will give them context and point them toward your core idea. For an audience that’s resistant, the “What’s Changed” layer should drive them to action.

The Ungrounded Audience

The “Background” layer connects your idea to an audience that’s unfamiliar with ...

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