E47 - Mark Schaefer: How to create urgency in an audience through your stories

What ideas haunt you? What can't you stop thinking about, you care about it that much? As public voices and experts, we all have those ideas that chase us around and color how we see everything. The thing is, our audience might not "get it" the way we do, nor care. So we have to work overtime to show them why they would. This in turn creates a sense of urgency in the audience: to care, share, subscribe, buy, or take action of some kind.

That kind of urgency is the role of the...