And the one you must spend a great deal of your time answering….

Why should I care?

Why should I care about your new app?
Why should I care that your innovation pioneers the latest technology?
Why should I care about your fundraising campaign and not that one?
Why should I care about the time you’ve invested in elegant design?
Why should I care that you showed up today to play that tune?

In a world of finite time and infinite choices it’s easier to rationalise walking past than ever before.
The only way to matter is to work out what matters first. You need to give people a reason to stop and listen to your song.

Image by Alfonso.