Don't Just Communicate, Explain

Good Communicators know they need to use energy and enthusiasm to persuade their audience. Great Communicators know they also need to explain what all the excitement is about. Next time you need to share something important, be sure you

convey enthusiasm, but also clearly explain what is at stake and answer the question, "What does it mean?" 

Lay out what the issue, initiative, or problem is - and be clear about what it isn't. Use metaphors only if they are helpful to your point and share details that support your claims. Then, define what you want people to do by establishing clear expectations. Don't lose or confuse your audience with too many details, though; save those for written communications.