Communications Process “What I'm suggesting is a defined order of communications based on a modern understanding of the science behind cognition, emotion, and memory.” "As John Steinbeck put it in East of Eden, 'The strange and foreign is not interesting -- only the deeply personal and familiar.' You want your listener to take action because they want to -- not because they've been told to. When you enable your listener to connect your information to what they already know, you're facilitating their understanding and stimulating their desire to take action. If people discover things on their own, they're more likely to not only act but to sustain that action." Article: Heart, Head & Hand: An Advanced Approach to Persuasive Communication