Mary Munter

Who's my audience? And you have to think very psychographically about that audience.

And the framework that I was introduced to very early on when I started working in this space is the AIM framework, A-I-M, which was developed by Mary Munter and Lynn Russell in a book called Guide to Presentations.

It's remarkably simplistic, and yet, for me, it's been game-changing.

The letters of the acronym, A stands for audience.