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Seems to me that many people think the job is done once information has been shared.

Government ‘awareness’ campaigns, corporate policy documents, consulting recommendation decks, training days…

Once you’ve informed your audience, you’ve met the brief. It’s over to them. 

No. Not good enough.

But what do you want me to do?

We keep hearing about information overload. That people are confronted by thousands of messages and make hundreds of decisions every day.

Well, perhaps it’s not the v...