Chapter 3

Craft a Compelling Narrative

Building the Framework to Support Your Message

Architecture starts when you carefully put two bricks together.

There it begins.

—Ludwig Mies van der Rohe


Just as architects must start by first constructing a solid foundation for a building, communicators must begin by creating solid material—the architecture—for their message: the words, facts, and other content that will support their intention and allow them to accomplish their objective. Whether speaking to an audience of one or a crowd of thousands, the first step in the process is gathering and compiling all the pertinent information, creating smooth and logical transitions, and making sure that the material to be delivered will fit into the allotted ...

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