that I want to share with you.

I think of Batman's utility belt. I remember--

I'm old enough to remember Batman in first serial,

OK, back in the 1960s.

And wherever he was, whatever he needed to do,

there was a-- one of the pouches on his utility belt,

he'd reach in.

And there was the thing he needed in that moment.

Point is you need to be 10 times more prepared than anything

you might invoke in order to look

like you didn't prepare at all.

You just walked right in.

Make it look like you didn't need to prepare--

10 times-- factor of 10.

The same ideas, the same concepts can be framed,

shaped in different ways depending on the audience,

depending on what makes that audience

tick relative to this audience.

I've had encounters with people.

And they'll say things like, why did you--

why did you do that?

Just tell them-- just tell them they're wrong.

Just tell them this.

And it's like, no.

Because that's not going to work.

I'll be right, but that's not effective.

If I'm going to be effective, I need to know, in advance,

how are they thinking?

How is their brain wired?

What biases are they most susceptible to?

Where are their receptors, so that I can say, here's

information I can fit in this way,

maximizing the chance that they will say,

I never thought about it that way.

Thank you.