They Don’t Get It and They Won’t Remember It
Your mission and the work that you do is complex and full of detail. It may not be that complex to you because you’re the expert, but for most of us it’s a struggle to figure out. If you expect people to trust you, they need to understand you and that’s where the challenge comes. Helping people care about and understand important but complex (and sometimes boring) issues and projects is part of your job. Think repetition and spacing.