This very simple, very short read makes clear, important points about the dichotomy between what we say and what others hear. We’ve said for a long time that communication, especially with a concerned and often skeptical public, has far less to do with what you’re saying but has everything to do with what people are actually hearing. The effort, art and skill of learning about, and putting yourself in the mind of, the receiver, your audience, helps you craft messages that resonate, stick and transfer knowledge that’s truthful, useful, accurate and ethical.