ABSTRACT
Your core, credo, and real ambition are what I call leverageable assets. They are the means by which you bond with your audience. This is the moment of truth, more important than any other step in the process, because the insights that you have gleaned into the hidden agenda of your audience is the foundation upon which your approach is based. This simple distillation of the human desire you have observed about your audience determines which leverageable asset you will bring to bear and the manner in which you will frame the brief, arrange your team, and shape the story, and it influences the ultimate outcome.
