I started a new novel and it grabbed me in the first two pages. That’s why I kept reading. The opening scene of a movie was exciting. That’s why I kept watching. I heard a speaker who made an opening statement I found intriguing. That’s I kept listening. Here is the key to powerful communication: instantly grab attention. We live in the age of distraction. There are too many shiny objects and emphatic sounds vying for our attention. To get attention you must do it quickly. People won’t waste much time reading or listening to determine if your message is compelling. They will check out and move on quickly if you don’t get their attention at the very beginning. Don’t waste time “warming up.” Grab your audience by the brain and prove what you are going to share is important. Of course grabbing attention fails if you can’t keep it. You’ve got to follow up the grabber with information of interest and import delivered in a compelling way. But that’s a discussion for another day. Attention is critical when you are trying to communicate using any medium. Grab it. And do it quickly.