As a communicator you can play it safe and make sure that your audience feels comfortable all the time. Avoid controversial wordings and content that might be misunderstood. Use neutral language. Leave the doors open to many directions. Include as many details of your product as possible so that there’s something in it for everyone. And, of course, refrain from putting your finger in their wound.
In fact, this is the default mode for most presentations.
Yet, precisely by trying to not annoy anyone, these kinds of presentations fail to excite anyone. By trying to not hurt, they fail to create the pain that is required to take action.
The problem is that, in a way, you waive the responsibility to create the tension that’s necessary for change. You let your audience figure out why they need this badly. And immediately.
And that might not even be in your audience’s best interest. Because they might actually need your product. It might be exactly for them. Now.
So, if it is, don’t hide from creating the tension. Make them see why it is for them. Make them feel why they need it. Now.
Don’t hide from hurting your audience and exciting them when that’s what’s required for change to happen.