In an ongoing crisis, clear communication is more important and more difficult than when things are normal. Employees and customers are hungry for information, so we are tempted to pull together presentations and communicate with urgency instead of with careful planning.
Source: Harvard Business Review, May 6, 2021. Link.
If they do not know why a new action is necessary, they will not be motivated to help you. They will continue with their current comfortable behaviors, thank you very much.
INSIGHT: When you answer the title question up front, your audience’s listening ability improves.